The book Value Proposition Design helps tackle the core challenge of every business - creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to design, test, create, and manage products and services customers actually want.
OSTERWALDER, A. et al. (2014): Value proposition design: how to create products and services customers want. John Wiley & Sons URL [Accessed: 09.11.2018]