Efnisyfirlit

• Title Page
• Copyright
• Contents
• You’ll love Value Proposition Design if you’ve been…
• Value Proposition Design will help you successfully…
• Our Value Proposition to You
• The Tools and Process of Value Proposition Design
• An Integrated Suite of Tools
• Refresher: The Business Model Canvas
• Value Proposition Design works for…
• Use Value Proposition Design to…
• Assess Your Value Proposition Design Skills
• Sell Your Colleagues on Value Proposition Design
• Chapter 1. Canvas
  • 1.1 Customer Profile
    • Customer Jobs
    • Customer Pains
    • Customer Gains
    • Profi le of a “Business Book Reader”
    • Ranking Jobs, Pains, and Gains
    • Best Practices for Mapping Jobs, Pains, and Gains
  • 1.2 Value Map
    • Products and Services
    • Pain Relievers
    • Gain Creators
    • Mapping the Value Proposition of Value Proposition Design
    • Best Practices for Mapping Value Creation
  • 1.3 Fit
    • Fit
    • Fit?
    • Three Kinds of Fit
    • Customer Profiles in B2B
    • Multiple Fits
    • Going to the Movies
    • Same Customer, Different Contexts
    • Same Customer, Different Solutions
• Chapter 2. Design
  • 2.1 Prototyping Possibilities
    • What’s Prototyping?
    • 10 Prototyping Principles
    • Make Ideas Visible with Napkin Sketches
    • Flesh out Ideas with Value Proposition Canvases
  • 2.2 Starting Points
    • Where to Start
    • Spark Ideas with Design Constraints
    • Invite Big Ideas to the Table with Books and Magazines
    • Push vs. Pull
    • Pull: Identify High-Value Jobs
    • Six Ways to Innovate from the Customer Profi le
  • 2.3 Understanding Customers
    • Six Techniques to Gain Customer Insights
    • The Data Detective: Get Started with Existing Information
    • Ground Rules for Interviewing
    • The Anthropologist: Dive into Your Customer’s World
    • Identify Patterns in Customer Research
    • Find Your Earlyvangelist
  • 2.4 Making Choices
    • Simulate the Voice of the Customer
    • Understand the Context
    • Value Proposition Design vs. Competitors
    • Avoid Cognitive Murder to Get Better Feedback
    • Master the Art of Critique
    • Collect Efficient Feedback with de Bono’s Thinking Hats
    • Vote Visually with Dotmocracy
    • Define Criteria and Select Prototypes
  • 2.5 Finding the Right Business Model
    • Create Value for Your Customer and Your Business
    • Azuri (Eight19): Turning a Solar Technology into a Viable Business
    • So…
    • Stress Testing with Numbers: A MedTech Illustration
  • 2.6 Designing in Established Organizations
    • Adopt the Right Attitude to Invent or Improve
    • The Business Book of the Future
    • Reinvent by Shifting from Products…
    • …to Services
    • The Perfect Workshop Setting
    • Compose Your Workshop
• Chapter 3. Test
  • 3.1 What to Test
    • Testing the Circle
    • Testing the Square
    • Testing the Rectangle
  • 3.2 Testing Step-by-Step
    • Overview of the Testing Process
    • Extract Your Hypotheses: What Needs to Be True for Your Idea to Work?
    • Prioritize Your Hypotheses: What Could Kill Your Business
    • Design Your Experiments with the Test Card
    • Capture Your Insights with the Learning Card
    • How Quickly Are You Learning?
    • Five Data Traps to Avoid
  • 3.3 Experiment Library
    • Choose a Mix of Experiments
    • Produce Evidence with a Call to Action
    • Ad Tracking
    • Unique Link Tracking
    • MVP Catalog
    • Illustrations, Storyboards, and Scenarios
    • Life-Size Experiments
    • Landing Page
    • Split Testing
    • Innovation Games®
    • Speed Boat
    • Product Box
    • Buy a Feature
    • Mock Sales
    • Presales
  • 3.4 Bringing It All Together
    • The Testing Process
    • Measure Your Progress
    • The Progress Board
    • Owlet: Constant Progress with Systematic Design and Testing
• Chapter 4. Evolve
  • Create Alignment
  • Measure & Monitor
  • Improve Relentlessly
  • Reinvent Yourself Constantly
  • Taobao: Reinventing (E-)Commerce
• Glossary
• Core Team
• Prereaders
• Bios
• Index
• EULA

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