In the competitive landscape of modern business, crafting products and services that truly resonate with customers is a critical challenge. This book offers a systematic approach to designing compelling value propositions—clear statements that explain how a product or service solves customer problems or improves their situation. By focusing on customer needs and desires, the authors provide tools and methodologies that help innovators, entrepreneurs, and established companies create offerings that customers genuinely want.

• Customer-Centric Design: Emphasizes understanding customer jobs, pains, and gains as the foundation for value creation.
• Value Proposition Canvas: Introduces a practical...
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