The Value Mix
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The Value Mix

Create Meaningful Products and Services for Your Audience

About the Book

What’s happening:

Creating and launching a new product or service is difficult.

That’s because there are lots of uncertainties. It’s inherent to the process of making something new.

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” certainly sound familiar.

These are great innovation methods!

But here’s the thing…

Even by following these methods, you’re still missing a key element of your innovation journey...

...a tool that helps you create new, exciting propositions for your customers.

In the Value Mix, you'll learn:

  • How to turn market data into marketing insight
  • How to use insight to create value for your customers
  • How to make an idea more tangible so the rest of your team can be aligned on its implementation
  • The elements to have in mind when you create a new product or service

What's inside the book:

The Value Mix is an innovation tool that helps you to do two things:

  1. Know your target customers better to create real value for them;
  2. Build a coherent strategy for your new products and services.

The book is sharp. 75 pages about creating meaningful propositions for your customers.

By focusing on the interactions between your customers and your product, this framework allows you to be as accurate as possible. This means capturing enough nuances to reflect the reality of our world.

The origin of this book:

The ideas in this book are the connection of many things:

  • my journey building my own business: GoudronBlanc,
  • teaching masterclasses at UCL, London Business School, Princeton, Condé Nast College of Fashion,
  • my experience running innovation projects for Fortune 500 companies,
  • chats with fellow entrepreneurs and investors,
  • and the writing of many businesspeople.

These ideas also connect multiple disciplines, such as economics, design, psychology, copywriting, strategy, and marketing.

Who is it for?

I wrote this book for an audience of people involved in marketing and product strategy:

It's for you if you are:

  • An entrepreneur,
  • A product manager,
  • An innovation manager,
  • A brand manager,
  • An innovation or strategy consultant,
  • A marketer,
  • An investor.
  • Share this book

About the Author

Guerric de Ternay
Guerric de Ternay

Hello! 👋

I’m Guerric de Ternay. Here's a little more about me:

  • I am the founder of GoudronBlanc, a brand that makes high-quality, elegant T-shirts that gentlemen love to wear;
  • In 2018, I published The Value Mix with the ambition to help entrepreneurs and executives create great products;
  • I am now writing The Opportunity Lenses, which aim to help identify new opportunities in a complex and ambiguous business environment.
  • As I love solving big challenges, I also work as an innovation consultant at ?What If! where we help Fortune 500 companies create new propositions and businesses.

Where to find me:

  • Find my latest reflections about strategy and innovation at Guerric.co.uk
  • Subscribe to my newsletter, Progress.

Reader Testimonials

Paul
Paul

Short, precise and an easy to read!

This is the perfect example of a book that gives high quality and precise information about what are the fundamentals on creating real value for your customers or potential customers. I really liked it and undoubtly I will use it as a guide to stay focus on the core of a business: the customers/consumers. Being a short, precise and an easy to read book, makes it a perfect tool to use whenever you want.

Tanya P
Tanya P

Gamechanging

A great easy read that is concise, thought provoking, and practical. This book will change the way you approach your business strategy and how you view other businesses! Highly recommended.

Gennaro
Gennaro

A book to hack value proposition design

The concept of value proposition is among the most hyped and used terms in the business and startup world. Yet a few really know what it means. Guerric did a fantastic job of explaining the essence of designing products that people want. As the creator of FourWeekMBA.com, I dissect businesses and business models of any kind. Thus I'm always in search of simple tools that can be used by entrepreneurs to extrapolate insights about their businesses with the aim of growing them rapidly.

Table of Contents

The book is sharp and short.

- It has many examples to illustrate the tool;

- Each chapter ends with a key question that helps you share your proposition;

- It can be read in one go (75 pages);

- There are many visuals to guide through the Value Mix framework.

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