Applied Masterclass: Value Proposition That Wins in the Market

This Masterclass helps you renew existing value propositions and design and validate new ones that customers will pay for.

Value propositions blur, and differentiation erodes as companies scale and mature. R&D, product, and venture teams default to assumptions instead of evidence.

Learn and apply practical tools to systematically improve existing value propositions, design and validate new ones, and reduce demand risk before committing significant resources.

What you'll take away

• A strong, validated value proposition - Learn and apply proven value proposition concepts directly to your own context using a hands-on, application-driven format.
• Value Propositions across the entire Customer Ecosystem Map - Design distinct value propositions for users, buyers, decision-makers, channel partners, and other critical stakeholders (B2B & B2C).
• Meaningful differentiation that customers care about - Define differentiation based on what truly matters to customers, not just features or competitive noise.
• Value-based pricing grounded in customer value - Set prices based on perceived customer value and willingness to pay, not internal cost structures.
• Validated and ranked customer benefits, backed by evidence - Run value scene interviews and targeted experiments to replace assumptions with proof.
• Validated value proposition statements with AI - Use AI to craft, test, and iterate strong value proposition statements. 
• Practical use of AI to design and validate value propositions - Use AI tools to accelerate design, testing, prototyping, synthesis, and insight generation without sacrificing rigor.
• Clear insight into what drives or blocks adoption - Identify and address the key factors that enable or prevent customers from adopting your value proposition.
• How to unlock value proposition design in your organization - Identify what helps or hinders strong value proposition design inside your organization.

Tools and concepts you'll master

Value Proposition Canvas, Value Map, Strategy Canvas and differentiation (Kim & Mauborgne), Four Actions Framework (Kim & Mauborgne), Value Proposition Patterns, Push/Pull Adoption Framework (Moesta & Spiek), Customer Journey Maps, Service Blueprints, Value Based Pricing. 

Experiments you'll lead around value proposition

Value Scenes (AI-assisted), Storyboards (AI-assisted), Card Sort (AI-assisted), Speed Boat, Buy-a-Feature, Product Box (AI-assisted), Explanatory Videos (AI-assisted), Mockups (AI-assisted), AI-assisted functional or physical prototyping (e.g. vibe-coding), Landing Pages (AI-assisted), Ads (AI-assisted), Customer Co-Creation Workshops, Letter of Intent, Simulated Sales, Wizard of Oz & Concierge Experiments.

Who is this for?

This Masterclass is for anyone who wants to design great value propositions or renew existing ones.

It is designed for individuals and teams in established organizations working with existing value propositions and customers, as well as individuals and teams exploring new ideas from scratch.

It is particularly relevant for people in marketing, sales, product, R&D, and growth roles who want to excel at creating winning value propositions.

We also welcome startup and new venture teams, as well as coaches and consultants who want to better support their clients.

How does it work?

1. Kick-off (60 min) & async prep (≈3h)(Monday, May 18, 2026)
   
   • 60-minute live kick-off.
   • Followed by one week of asynchronous preparation. Discover and apply first tools & concepts to understand customers
2. Remote Workshop 1 (Friday, May 22, 13:30–18:30 CET)
   
   • A five-hour deep dive into customer understanding.
   • You build on your pre-work.
   • We discover how to deeply understand customers and validate assumptions with evidence.
3. Async applied work (≈3-4h)
   
   • You apply the concepts in your own context.
   • You gather customer evidence through interviews or more advanced experiments, depending on your context.
4. Remote Workshop 2 (Friday, May 29, 13:30–18:30 CET)
   
   • You share and synthesize what you learned.
   • We go deeper with advanced concepts for customer analysis and insight.
5. Ask-us-anything session (60 min)
   
   • One month later.

Pricing - €1,850

Save 10% with early bird pricing when you enroll by March 15, 2026. Use the the promo code MCGRANT10

Single masterclass access (€1,850)
- Enroll now

• Guided, applied masterclass, tools you can use right away
• 10h live workshops (live or on-demand access) 4h applied work + 1h private Q&A
• Certificate of completion to validate your skills and lead with confidence
• 1-year access to the Strategyzer platform (tools and resources)

Team masterclass access
- Consult with our Strategy Team

• Everything from "single masterclass access"
• Plus 1-year access to Strategyzer collaboration tools
• Talk with an Advisor to discuss your needs and receive an offer for your team

Full access to the 3 masterclasses
- Speak with a Program Advisor

• Everything from "single masterclass access"
• And a combined access to all 3 masterclasses
  
  • Customer Obsession by Design
  • Business Models, Moats, and Resilience
  • Value Proposition That Wins in the Market
• Contact a Program Advisor for full-series pricing, learn what is included below

Explore the Full Applied Masterclass Series

You can take any masterclass independently. Take the full series to build a complete, connected approach, from customers to value propositions to business models, applied to your case. You will leave with clarity, alignment, and a stronger basis for decisions.

Masterclass #1 - Customer Obsession by Design

• Kick-off (60 min): Monday, April 20, 15:00 CET
• Remote workshop 1 (5h): Friday, May 1, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, May 8, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)
  

Masterclass #2 - Value Proposition That Wins in the Market

• Kick-off (60 min): Monday, May 18, 15:00 CET
• Remote workshop 1 (5h): Friday, May 22, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, May 29, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)
  

Masterclass #3 - Business Models, Moats, and Resilience

• Kick-off (60 min): Monday, June 1, 15:00 CET (time TBD)
• Remote workshop 1 (5h): Friday, June 5, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, June 12, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)

With Alex Osterwalder

Dr. Alexander Osterwalder is one of the world's most influential business thinkers and the mind behind the Business Model Canvas and the Value Proposition Canvas. Frameworks that have fundamentally changed how organizations approach strategy and innovation. A sought-after keynote speaker, he has shared his ideas at leading institutions including Stanford, Berkeley, MIT, and IMD. When facing their most critical strategic challenges, the world's top business leaders seek out Alex, making him one of the rare thinkers whose work shapes both how companies think and how they act.

About Strategyzer

Strategyzer helps organizations master strategic work and sustainable growth. We are the architects of the best-selling books: Business Model Generation, Value Proposition Design, and The Invincible Company, ranked by the Financial Times among the Top 10 most cited business books of all time. Our proven methodology has empowered millions of practitioners and 1,000+ leading organizations, including Nestlé, Microsoft, and NASA. We provide the tools, playbooks, and expertise to turn ambitious ideas into business impact.