"Deborah Mills-Scofield new book is a must read for anybody who is serious about their Value Proposition. It’s a treasure trove of examples, strategies, and tactics to design, test, and iterate your value proposition."—Alexander Osterwalder, CEO of Strategyzer Developing a product that truly resonates with users is no easy feat. Most products fail—not because they are poorly executed, but because they fail to solve real customer needs. In Value Proposition, Deborah Mills-Scofield draws on 25 real-world companies and her decade of experience advising startups to attain product-market fit. You’ll discover how iconic brands crafted their value propositions, iterated on experiments, and made the strategic decisions to build products users love. Whether you’re developing a new app, SaaS platform, or consumer product, this book equips you with the practical tools and insights compelling and unique value propositionsRapidly test assumptions and prototype new ideasContinuously gather customer feedback and refine the product experienceBuild competitive advantages that delight customers and accelerate growth Value Proposition shows you how to discover and build products people genuinely want.