This book is an essential component of a three part collection of the Startup Owners Manual and Business Model Generation. I’m reviewing this book first because it is the most widely applicable to varying roles and endeavors in the world of business and organizational development. Value Proposition Design provides a systematic and proven method to design, prototype, develop, and improve your value proposition from a product or service perspective. I’ve used this method and it’s toolkit extensively in my consultations, collaborations, as well as my pro-bono consulting work helping to improve local non-profit value propositions. This book helps you deconstruct and reconstruct your customers “Pains, Gains, and Job’s to be Done” by accompanying and addressing them with “Pain Alleviators, Gain Generators, and Products/Services”. I’ve used this method when designing new processes, services, and products in higher education, outdoor product development, business process design and improvement, and community health services organizations. I believe it helps do really get deep into the details of effectively and successfully serving your customers needs. It’s as close to an engineered approach I’ve seen but with a central component of relationship development and psychology as well. I recommend this book for change agents, continuous improvement experts, product developers, entrepreneurs, and leaders wanting to have deep insight into their customers, from the CUSTOMERS perspective (central to Lean thinking).