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, by Alexander Osterwalder Yves Pigneur
Free Ebook , by Alexander Osterwalder Yves Pigneur
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Product details
File Size: 20727 KB
Print Length: 320 pages
Publisher: Wiley; 1 edition (January 28, 2015)
Publication Date: January 28, 2015
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B06X429CJH
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Amazon Best Sellers Rank:
#51,081 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
My key problem with this book and the author's Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers is that they try a bit too hard to routinise the development of new businesses. I have sympathy for the approach, but I am also worried that it will lead to mindless filling of boxes. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant uses exactly the same approach (e.g. strategy canvas, value curve, four actions, six paths, utility map, sic). Many people will in the future attribute success to canvas-thinking or blue ocean-thinking, which will create a hoard of followers. .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.
I got so much practical help from this book! I work for a non-profit and came away with dozens of practical applications, so I think this could be used for almost any industry. It could have gotten six stars, if that were possible, but some of the reading appears to assume that you've read the companion book. Also, some of the concepts seem to assume a certain level of understanding that I didn't have. I think part of the problem is that the book isn't completely linear and there were times when I wasn't sure what part of the process they were talking about. Despite some drawbacks, I highly recommend this book for those who are interested in a practical tool for designing products.
Value Proposition design dives into the value creating areas of the business model canvas and provide many exercises and schematics to help lead a group, team or individual through the process of discovering what customers need, what pains they have and what gains they hope to achieve that your value proposition can address. Useful tool. Nothing radical, just good packaging of basic marketing principles.
This is an outstanding introductory book that contains a step-by-step framework for idea creation and validation. I agree with other reviewers, like Jackal, that mention the cute graphics can sometimes get in the way. However, the book makes up for the noise by providing a clear path to follow for new entrepreneurs.As someone who knows very few people and who doesn't want to "get out of the building", I was completely at a loss as to how I was going to validate my idea without building an MVP. The section on testing covers ways to do it all yourself by leveraging platforms (e.g. use online surveys, create a landing page and drive traffic with ads, then measure the CTA clickthrough rate, etc).Overall, very happy with this book.
This book can help in multiple ways such as: presenting the value of your product to your customers, creating shared understanding of your product and it features, showing the benefits and value for meeting or exceeding the customers expectations, and more. I recommend this book for product development and sales.
The concepts behind the book are excellent. I found it easier to read on the Kindle the physical book has really poor graphic design. It seems like it was put together by graphic designers to impress other graphic designers rather than helping the reader learn the concepts. It used a lot of hard to read small fonts and reverse type. At least on the Kindle, I could enlarge the type so that I could easily read it.
This is not a review of the book, it's a warning to Kindle Oasis owners:This book is for some reason not compatible with the Kindle OasisMessage on the Oasis Screen:Unavailable for download"Value Proposition Design: How to create products and services customers want (Strategyzer)The item is not compatible with this device."I'm trying to figure out either how to resolve this or get a refund.
What a great book. To me the measure of a great business book is that as you read it you feel a mounting sense of excitement about an idea you read, and how it will be immediately applicable to your situation; this book has that - a lot.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.Highly recommended.
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