• Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design. Wiley.

• Osterwalder & Pigneur (2010). Business Model Generation. Wiley.

• Lanning, M. (1998). Delivering Profitable Value. Wiley.

• Kotler, P. (2017). Principles of Marketing. Pearson.

Further resources

• Strategyzer Value Proposition Canvas

• Harvard Business Review – How to Craft a Great Elevator Pitch

• IDEO – Human‑Centered Design Resources

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