Mastering value propositions: how to create value propositions that sell

Don’t let the fear of failure weigh you down. With these engaging lessons, downloadable templates, and practical exercises, you'll be ready to go from idea to reality in no time. Join the millions of people practising our proven methods to create value propositions that customers want.

• Learn how to map the value that your product or service brings against the jobs, pains and gains of your customer
• Discover and test messaging that will resonate with your customer
• Leverage the Value Proposition Canvas to find product market fit 

Can you clearly explain your idea? Map your value proposition

We'll help you distil your idea into a one-page visual map called The Value Proposition Canvas. You will have a clearer picture of how you intend to create value for your customers – and you’ll be ready to move forward.

Why would customers care about your idea? Check for fit

Believe it or not, building something nobody wants is the number one cause of death for businesses. We’ll show you how to critically assess how your idea creates true value for customers. You may be surprised by how many gaps you find in your value proposition.

How do you stack up? Assess the competition

Even if your idea connects well with customers, the competitive market could override it. Here’s where you’ll assess the competition and decide where to compete or differentiate.

What should you change and how? Improve your idea

By now the holes that caused your initial idea to sink will be clear – how do you plug the gaps and take it to the next level? We'll help you evolve your idea by using our library of quick and inexpensive prototyping techniques.

Are you setting yourself up for a costly failure? Test and de-risk

Until you’ve taken steps to identify the unknowns and reduce uncertainty, you could be setting yourself up for failure. We'll show you how to find hidden assumptions that could kill your idea. Using our simple tools and rich experiment library, you will produce evidence rather than gambling on guesses. You'll better understand what will work, what won’t, and how to proceed with confidence.

Learn how to answer these questions, and master the concepts you need to work efficiently  with the Value Proposition Canvas, directly from its inventors, Alex Osterwalder and Yves Pigneur. Discover or refamiliarise yourself the proven methodology introduced in our global best-selling book Value Proposition Design.