Lecture description | 2.2. General Theory | TTE01x Courseware | edX - 0 views
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selvamecobr on 09 Sep 17"Compulsory readings: The following three articles provide you with key insights about the value proposition of your offer: The first article is a blog discussion by Alexander Osterwalder on the difference between users and customers. This understanding between users and customers may be important to your offer as well, in order to articulate the key elements of your value proposition in the eyes of your target customer. Link: http://businessmodelalchemist.com/blog/2010/07/users-vs-customers.html The second article is about this customer-centric approach: "How to create your lean canvas". This article, up to page 17 'Channels' gives you insights on how to identify the key problems customers have and the possible solutions to offer to them. Link: https://leanstack.com/LeanCanvas.pdf The third article explains more about the empathy map which is a person-centred method to understand the customer experience. Link: http://www.nationalservice.gov/sites/default/files/resource/Hackathon_Empathy_Map_Handout.pdf Non-compulsory readings: 1. Blank, S., (2013). Why the lean start-up changes everything. https://hbr.org/2013/05/why-the-lean-start-up-changes-everything 2. Cespedes, F., (2015). Any value proposition hinges on the answer to one question. https://hbr.org/2015/01/any-value-proposition-hinges-on-the-answer-to-one-question 3. Tjan, A., (2009). Value Propositions that work. https://hbr.org/2009/09/value-propositions-that-work.html "
