Crossing the Chasm is a fundamental business and technology classic. Timeless in its analysis and understanding of human and societal change and adoption, this book will layout out the core elements of product marketing but also change management in general. This book has proven and well researched strategies to create massive adoption curves for new products, services, and organizational change. I recommend this book for technologists, product developers, marketers, and change agents.
Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
Business Model Generation is the third book in a collection of interrelated works (not all the same authors) of Startup Owners Manual and Value Proposition Design, all focused on innovation, business model design and development, the Business (or Organization) Model Canvas, and Value Proposition Design. This book is a deeper dive into examples of a wide variety of business models and a wide ranging exploration of the various ways these companies innovated their products, services, and business models to continuously pursue excellence but also better serve their customers in the end. I recommend this book for essential reading of entrepreneurs and product developers, but also participants in the startup world, organizational effectiveness consultants and leaders, and Innovation focused professionals.
Value Proposition Design: How to Create Products and Services Customers Want
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).
Running Lean: Iterate from Plan A to a Plan That Works
Ash Maurya does a splendid job in integrate Lean principles of continuous flow, waste elimination, and quality from the customers perspective (among other principles and methods) into the process of Product Development and Project Management. This book is often used as a more systematic and process oriented approach than other popular “Lean” books like “Lean Startup”. I used the process and method in product development and project management of my own and found it VERY useful to break down stages, prototype, and iterate, and work towards a novel and useful product from the customers perspective. I’d recommend this book for Entrepreneurs just starting out but also Project Managers, Change Agents, and Continuous Improvement folks as well.