- Pasta blanda: 290 páginas
- Editor: John Wiley & Sons Inc; Edición: 1 (20 de octubre de 2014)
- Idioma: Inglés
- ISBN-10: 1118968050
- ISBN-13: 978-1118968055
- Dimensiones del producto: 18.8 x 2.3 x 23.9 cm
- Peso del envío: 794 g
- Opinión media de los clientes sobre el producto: 2 opiniones de clientes
- Clasificación en los más vendidos de Amazon: nº1,354 en Libros (Ver el Top 100 en Libros)
Value Proposition Design: How to Create Products and Services Customers Want (Inglés) Pasta blanda – 20 oct 2014
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The authors of the international bestseller Business Model Generation explain how to create value propositions customers can’t resist
Value Proposition Design helps you tackle the core challenge of every business — creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to create products that sell.
Using the same stunning visual format as the authors’ global bestseller, Business Model Generation, this sequel explains how to use the “Value Proposition Canvas” to design, test, create, and manage products and services customers actually want.
Value Proposition Design is for anyone who has been frustrated by new product meetings based on hunches and intuitions; it’s for anyone who has watched an expensive new product launch fail in the market. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. You’ll learn the simple process of designing and testing value propositions, that perfectly match customers’ needs and desires.
In addition the book gives you exclusive access to an online companion on Strategyzer.com. You will be able to assess your work, learn from peers, and download pdfs, checklists, and more.
Value Proposition Design is an essential companion to the ”Business Model Canvas” from Business Model Generation, a tool embraced globally by startups and large corporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more.
Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models."
A guide to burning cash, communicating poorly, and spending your short life building stuff nobody wants.
Bad Value Proposition Design
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Value Proposition Design: How to Create Products and Services Customers Want
Stress-test your prototypes before testing your ideas
Prototype possibilities to cheaply explore ideas and end the 'blah blah blah’ sessions
Design tests, experiment with customers, and translate data into learnings
Learn best practices from concrete examples of business model transformation
Assess your skills to create products and services people want
Use the online companion to design your Value Proposition and download tools, templates, and resources corresponding with different concepts in the book
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Now after review and understand the idea inside the book, I'm thinking how many companies are loosing money and market share by doing the same since many time ago and how we need to change the way as many companies still acting and trying to survive.
Developping our idieas and indentifying opportunities to improve, reducing mistakes.
Its important to mencion that other book that could help is "The startup: owners manual...."
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The book's format is encouraging a tendency to make things easy and simple. That is a mistake. Sometimes it is important to think hard. My strong sense is that there is too much focus on the method as opposed to the content. The real value lies in deeply understanding the customer and competitors, not in filling out a canvas. Check out The Innovator's Hypothesis: How Cheap Experiments Are Worth More than Good Ideas which is a deeper description of prototyping.
The tools give a strong sense of security, when I would prefer people to be more humble and paranoid. Let me take an example: the book says "do anthropological observations of potential customers". Great idea, but we only get four pages devoted to the topic and 70% of that space is covered with very cute graphics. Anthropology is difficult, why not provide four pages of details (if the authors have any!), or at the very least a few recommended readings to understand the approach. (I have exactly the same critique on this book 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization.)
Having provided this critique, the book does provide rigour to people that do not have a marketing or business background. A lot of start-up technology companies have prototypes that are not well matched to the customers' requirements (and that goes for big firms like 3M too). The book adds a lot of value to this type of person. The problem occurs if entrepreneurs and higher-level decision-makers start using the approach as well. The you get "fill in the boxes" mentality. Any high level executive that falls for the cute graphics in the book should be immediately fired.
The book is beautifully designed with modern graphics. The approach of using graphics to display content as opposed to text is a great approach. Good theft of a practice developed in the management consulting industry. Anyone who has waded through a business book knows how tedious they can be. What I do not appreciate is the large subset of useless, but pretty, graphical images. The graphics should aid the understanding; not be eye candy.
My guess is that the book is the second instalment of four books. The first instalment presented a list of nine factors to consider. (Sorry, not a list, but a canvas to create a business, wtf.) This book describes two of those factors. When all four books are published we will be told that all are needed to get a complete perspective. And we will get second editions after that (or maybe the second edition will be a subscription to a website). Quality will improve, but I just want you to see where the authors are going.
That the book is not encouraging deeper thinking can be seen by reading most of the five star reviews. They are mostly one-liners. Scary, I hope they are just wannabes and not product developers. I give the book three stars.
It is also beautifully laid out which makes it an easy read not just as a manual, but also almost as a "coffee table" book - you can just pick it up and browse it any time and you will walk away with an idea.