Design, test, and deliver what your customers want!
Overwhelming #1 in Amazon's "Business & Money" category!
The sequel to the bestseller "The Birth of a Business Model," which has sold over a million copies in 30 countries, is finally out!

The sequel to the international bestseller Business Model Generation, Value Proposition Design: Start with a Value Proposition Design, presents a method for creating products (services) that customers want, not products (services) that you want to sell.
It may seem like an obvious thing to say, but surprisingly, in reality, the opposite is often the case.
Therefore, this book guides you through the four processes of "Canvas → Design → Test → Evolve" to understand customers, discover value, and develop products or services.
These activities will help you create value for your business and also help you create value for your customers.
In short, it aims to establish a competitive edge by providing a value proposition that customers cannot resist, and it teaches you how to do so.


'Baedal Minjok', which provides food delivery search and ordering services, 'Socar', which rents vehicles by the hour, and 'kozaza', a Korean-style accommodation sharing platform, are services that have successfully established themselves in the market by adding new value to existing products (services) and proposing them.
In other words, we discovered, designed, and provided the services that customers wanted.
In this way, value proposition design, or "value proposition design," is a methodology that captivates customers with competitive products and differentiated services, and can help solve the core challenges of all businesses.


The author uses the visual format that was a strength of his previous work to show how to use the Value Proposition Canvas to design and test great value propositions by iteratively exploring what customers want.
This approach will help readers understand the book without burdening them with text-heavy theoretical material.
On the one hand, this book places more emphasis on practical training that can directly apply the presented theory to the business field.
That's why we want to help you improve new products, services and ideas using pictures and tools.
The exclusive materials provided in this book can be downloaded as PDFs and checklists by signing up at strategyzer.com (strategyzer.com will support multiple languages, including Korean, in the future).


The authors of "Value Proposition Design: Start with a Value Proposition" have adopted the theories and methodologies of startups and major corporations such as Mastercard, 3M, Coca-Cola, GE, Fujitsu, and LEGO, and the number of companies adopting them is growing.
The authors' new proposal, "Value Proposition Design: Start with Value Proposition Design," will be of great help to all businesspeople, including planners, entrepreneurs, and salespeople, who are struggling to come up with a value proposition for their customers. It will also serve as the clearest model in the O2O (Online to Offline) era, where the boundaries between online and offline are blurring.