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Value Proposition Canvas: A Tool To Understand What Customers Really Want


A study by Simon Kucher & Partners found that 72% of new products and services introduced to the market fail to deliver on expectations. It doesn’t have to be that way. That’s why, a couple of years ago, Strategyzer launched the Value Proposition Canvas. Now we are launching a new introductory video for you to use.

The Value Proposition Canvas and book Value Proposition Design have been out for a while, but I wanted to share a new video we created to help explain the tool and how to create products and services that customers actually want.

In addition to this video, we also offer a course on Mastering Value Propositions. This online course will teach you how to better understand customers, and create value propositions that sell. Click here for more details.

Notes on usage:

We encourage you to share the video with your networks, colleagues, and clients. Don’t hesitate to use this video in your work, consulting, or teaching. You can download the video here.

We do however insist on not modifying the video; to not integrate the video into products; and to always reference Strategyzer as the source. Please also refrain from uploading this content to another video sharing website. For details on use permissions of the Value Proposition Canvas, please see the copyright requirements here.

Production Credits:

Daniela Berto: Content Strategy and Production
Lisa Cadamuro & Jeanette Iris Mooney: Script Editing
Maria Walnut: Concept, Creative Direction, Design
Max Mörtl: Art Direction, Stop Motion Animation Direction
Cris Wiegandt: Paper Craft Assistant
Jimi Newport: 2D Animation
Julian Terbuyken: Music and Sound Design
Alex Belcourt: Voice Narration
Crafted and filmed in Berlin at Cris Wiegandt Studio
Special thanks to Björn Lefers for his contribution to audience & script analysis

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