The Value Mix is my new book about innovation and marketing.
It helps you achieve two things:
– Understand better what your customers want;
– Build products and services that create value for them.
Written for entrepreneurs, marketers, and innovation and product managers.
(Complementary to the lean startup and design thinking methods.)
A book for practitioners
The Value Mix is based on real-world experience.
It’s not just for reading, it’s for doing.
Here’s what a reader sent me:
“I think it is a very good book to read it not only once but many times so it can be used as a guide to not loose the focus on what is important.” — Paul W., Account Manager
Indeed, I wrote this book with the end user in mind. You! Someone who has the challenging role of creating products and services that people will want to buy.
The book is definitely for you if you are:
- An entrepreneur,
- A product manager,
- An innovation manager,
- A brand manager,
- An innovation or strategy consultant,
- A marketer.
Why this book matters today?
Creating and launching a new product or a business is difficult.
That’s because there are a lot of uncertainties.
It’s inherent to the process of making something new. Since it’s new, we don’t know if it’ll work. And the hard truth is that it may not work.
Fortunately, in recent years, the management literature has given us methods: new ways of approaching the innovation process. To you, the words “lean startup”, “design thinking”, and “customer development” must sound familiar.
These are great innovation methods!
But something is missing.
What innovation and marketing are missing…
Even by following these methods, you’re still missing a key element of your innovation journey.
…a framework that helps you create a new, exciting value proposition.
In the Value Mix, you’ll learn the following:
- How to turn market data into marketing insight
- The 4 elements that will help you gain deep understanding of your customers
- What value means in the eyes of your customers
- How to make an idea more tangible so the rest of your team can be aligned on its implementation
- The 6 things your customers have in mind to judge your value proposition
- How to communicate your product strategy to your team
The book is sharp.
A quick, but useful read.
75 pages (+20 pages from the new edition) about creating meaningful propositions for your customers.