About the Book

Create more exciting propositions:

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 framework that helps you create new, relevant, and exciting products and services for your customers.

In the Value Mix, you'll learn:

• 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

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 fully-fledged strategy for your new products and services.

The book is sharp. 75 pages (+ 20 pages from the new edition) 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.

From a practitioner for practitioners:

The concepts and ideas in this book come from hands-on experience from:

• My journey building my own business: GoudronBlanc,
• Running innovation projects and inventing new products and services for Fortune 500 companies,
• Discussions with fellow entrepreneurs, marketers, and investors,
• Teaching masterclasses at top business schools, including UCL, London Business School, Princeton, and Condé Nast College of Fashion.

The book also connects multiple disciplines, such as economics, design, psychology, copywriting, strategy, and marketing.

It's for you if...

The Value Mix is for you...

• If you're also passionate about creating exciting propositions that change the lives of your customers.
• If you're also eager to understand your customers better.
• If you want to learn how to better work with your R&D, product, and marketing teams.

So you'll enjoy the read if you are:

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

About the Author

Guerric de Ternay

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Hello! ?

Hi there! 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
• As I love solving big challenges, I also run innovation projects at ?What If! part of Accenture, where we help Fortune 500 companies create new propositions and identify new business opportunities.

I also use Leanpub to write books that help people to become innovators:

• In 2018, I first published The Value Mix with the ambition to help entrepreneurs and executives create great products
• In 2021, I wrote The Opportunity Lenses, which aims to help identify new opportunities in a complex and ambiguous business environment
• In 2024, I published The Inspiring Team Lead, a a step-by-step guide that helps you, as a team lead, and your team to drive exceptional performance, from kick-off to deliverables
• I'm now writing The Idea Maker to help people have good ideas so they can do more remarkable work

Where to find me:

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