价值主张设计（摘录）

ValuePropositionDesign Written byAlex OsterwalderYves PigneurGreg BernardaAlan Smith Designed byTrish Papadakos 2. Design 4. Evolve 1. Canvas 3. Test 2.1Prototyping Possibilities742.2 Starting Points862.3 Understanding Customers1042.4 Making Choices1202.5 Finding the Right Business Model1422.6 Designing in Established Organizations158 3.1What to Test1883.2 Testing Step-by-Step1963.3 Experiment Library2143.4 Bringing It AllTogether238 1.1Customer Profile101.2 Value Map261.3 Fit40 Create Alignment260Measure & Monitor262Improve Relentlessly264Reinvent Yourself Constantly266Taobao: reinventing (E-)commerce268 You’llloveValuePropositionDesignifyou’ve been… STRATEGYZER.COM / VPD / INTROVII Involved in bold shinyprojectsthat blew up Frustrated byunproductivemeetingsand misaligned teams Overwhelmed bythe task of truevalue creation Disappointedbythe failureofagood idea. You have seen projects that… Sometimesyou feellike… You have experienced teams that… ǃɲThere should be better toolsavailable to helpyou create valueforyour customersandyour business.ǃɲYou might be pursuing the wrong tasksandyou feelinsecureabout the next steps.ǃɲIt’s difficult tolearn what customers reallywant.ǃɲThe informationand datayou get from (potential) customers isoverwhelmingandyou don’t know how to best organize it.ǃɲIt’s challenging to go beyond productsand features towardadeep understanding of customer value creation.ǃɲYoulack the big picture of howallthe puzzle pieces fittogether. ǃɲWere big bold bets that failedand wastedalot money.ǃɲPut energyinto polishingand refiningabusiness plan untilitperpetuated the illusion that it couldactuallywork.ǃɲSpentalot of time building detailed spreadsheets that werecompletelymade upand turned out to be wrong.ǃɲSpent more time developingand debating ideas rather thantesting them with customersand stakeholders.ǃɲLet opinions dominate over facts from the field.ǃɲLacked clear processesand tools to minimize risk.ǃɲUsed processes suited for runningabusiness rather than onesfor developing new ideas. ǃɲLackedasharedlanguageandashared understanding ofcustomer value creation.ǃɲGot bogged down byunproductive meetings with tons ofunstructured “blah blah blah” conversations.ǃɲWorked without clear processesand tools.ǃɲWere focused mainlyon technologies, products,and featuresrather than customers.ǃɲConducted meetings that drained energyand ended withoutaclear outcome.ǃɲWere misaligned. Get “FromFailureto Success” poster ValuePropositionDesignwillhelpyou successfully... STRATEGYZER.COM / VPD / INTROIX Design, test,and deliver whatcustomers want. Avoid wasting time with ideas thatwon’t work Leverage the experienceand skillsofyour team Relentlesslytest the most important hypotheses underlyingyour business ideas in order to reduce the risk of failure. This willallowyou to pursue big bold ideas without having to break thebank. Your processes to shape new ideas willbe fit for the taskand complementyour existing processes that helpyou runyourbusiness. Get “FromFailureto Success” poster Equipyour team withasharedlanguage to overcome “blah blahblah,” conduct more strategic conversations, run creative exer-cises,and getaligned. This willlead to more enjoyable meetingsthatare fullof energyand produceactionable outcomes beyondafocus on technology, products,and features toward creatingvalue foryour customersandyour business. Understand the patternsof value creation Minimizetheriskofaflop. Organize informationabout what customers want inasimplewaythat make the patterns of value creation easilyvisible. Asaresult,you willmore effectivelydesign value propositionsandprofitable business models that directlytargetyour customers’most pressingand important jobs, pains,and gains. Getyour teamaligned. Gainclarity. Our Value Propositionto You Thelinksyou see on theside of everypage pointto resources in the onlinecompanion. Watch for theStrategyzerlogoand follow thelink toonline exercises,tools/templates,postersand more.STRATEGYZER.COM / VPD / INTRO Note: To gainaccess to these exclusive online portions ofValuePropositionDesign,you'llneed to proveyou own the book. Keep the book nearyou tohelpyouanswer the secret questionsand verifyyour ownership! The Toolsand Process ofValuePropositionDesign The heart ofValuePropositionDesignisaboutapplyingToolsto the messySearchfor value propositions thatcustomers wantand then keeping themaligned with whatcustomers want inPost-search. ValuePropositionDesignshowsyou how to use theValueProposition CanvastoDesignandTestgreat value propo-sitions inan iterative search for what customers want. Valueproposition design isanever-ending process in whichyouneed toEvolveyour value proposition(s) constantlyto keepit relevant to customers. Manage the messyand nonlinearprocess of value proposition designandreduce risk bysystematicallyapplyingadequate toolsand processes. Design/Test Canvas Evolve An IntegratedSuite of Tools TheEnvironment Maphelpsyouunderstandthecontextinwhich