At the heart of any business model is a value proposition that describes the benefits that your products and services provide to the consumer. A new tool developed by the authors of this book, the value proposition template, will allow you to look at all aspects of the complex process of developing and testing new products and arrive at a proposal that will make your business a market leader. The book provides a huge number of examples of the development and analysis of value propositions from the world's best companies, which makes it an extremely practical tool for businesses from any field. The book is addressed to entrepreneurs and managers who want to keep their finger on the pulse of the consumer market and be sensitive to its changes.