Alexander Osterwalder

Value Proposition Design

With his two bestselling books Business Model Innovation and Value Proposition Design, Alexander Osterwalder has established himself as one of the world’s most innovative strategic experts.

Joachim Lupnaav Johnsen
Erik Kayser

Alexander Osterwalder has a PhD in Management Information from the University of Lausanne. After graduating, he founded, which supplied education in online trading and investments. He was a journalist for BILANZ and senior research fellow at the University of Lausanne from 2000 to 2005 until he founded in 2006 and in 2010 the consultancy firm Strategyzer.

In the late 2000s, Osterwalder and a team of 470 co-creators published a very attractive and popular model for describing business models: the Business Model Canvas. The Business Model Canvas offers you an excellent model to further develop your ideas about the business model for monetising data. This book was followed last year by Value Proposition Design – a deep dive into one of the crucial elements of designing a business model.

The best companies manage to innovate while being successful

According to Alexander Osterwalder, one of the main challenges for many companies is to innovate while they are successful. He argues that the reason is that it is two entirely different ecosystems and that they should be kept separated. But only to a certain extent because the only advantage innovative teams have in large established organisations as opposed to the superior speed of the start-ups is if they can draw on existing resources (i.e. people, brand, finances and know-how). It is extremely hard for any successful organisation to question the way they do business today, but to thrive in a world of disruption, it is necessary to self-disrupt once in a while – like Apple and Amazon, claims Alexander Osterwalder. To do that successfully, we need to build agile organisations where resources seamlessly can be moved from less profitable areas to opportunities of growth.

At Implement, we share this view. During the last two or three decades, we have experienced an increase in the frequency and magnitude of major changes unparalleled in history. We see disruptions and disruptive innovation as natural consequences of that development and as an emphasis of the importance of changing the way we work with strategy, innovation and change. Today, more than 2/3 of change initiatives do not live up to their stated objectives.

Learn more about Alexander Osterwalder on his own website.