Talk on VPDesign for Liberty Global at IMD, organised by Prof. Cyril Bouquet, with Guy Wollaert, previous Chief Innovation Officer at Coke
The talk aims at not only discovering and applying the Value Proposition Canvas, a visual tool add-on to the Business Model Canvas, to describe, challenge, and design new products and services; but also exploring design thinking, customer development, and lean start-up methods to boost future growth. The Value Proposition Canvas has two sides. With the Customer Profile, based on the concept of ”Jobs-to-be-done”, you can clarify your customer understanding. With the Value Map, you describe how you intend to create value for that customer. You achieve the Fit between the two when one meets the other. The Business Model, and Value Proposition Canvas perfectly integrate, with the latter being like a plug-in to the former that allows you to zoom into the details of how you are creating value for customers.