Citation (IEEE): A. Osterwalder, Y. Pigneur, G. Bernarda, and A. Smith, Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ, USA: Wiley, 2014.
What it argues
A visual handbook for designing products and services customers want. It introduces the Value Proposition Canvas, which pairs a customer profile (jobs, pains, gains) with a value map (products, pain relievers, gain creators), and argues that teams should achieve and then test “fit” between the two before scaling. Much of the book is about rapid, evidence-based experimentation to validate each assumption.