Two books. One arc, from value designed to value delivered.
The Complete Guide to Value to Market
Value Proposition and Value Strategy are twin, consequential books. The first designs the value; the second carries it to market. Read either alone, or take both for the full path to Value to Market.
One designs the value. The other delivers it.
Book One
Value Proposition
Designing a proposition the market can't ignore.
The foundations. How value is chosen, shaped, and made legible, so you can design a proposition that stands out and holds up. Principles, the formula, and worked cases that turn a vague idea into a proposition worth choosing.
26 chapters of theory and cases
Book Two
Value Strategy
Identifying, delivering, and defending value over time.
The strategy, across 26 chapters. How to identify, create, and deliver value in a market that keeps moving: the tactics and phases that carry a proposition to market, and the maneuvers that answer every shift, all the way to the endgame.
26 chapters · 12 tactics · 7 phases · 40 tool cards
What is actually inside the pair.
twin, consequential books
chapters of theory and cases
Value to Market tactics
operational phases
ready-to-use tool cards
“Value isn't found lying around waiting to be discovered. It is designed: chosen, shaped, and made legible to the people who are meant to feel it. Then it is delivered, before someone else delivers theirs.”
From the opening of Value Proposition.
Free sample
Read Chapter 3, on the house.
Take the method for a test drive. Download a full chapter and see the voice, the frameworks, and the worked cases for yourself.
Download Chapter 3 (PDF)What readers say.
“The missing operating system for value. It made our whole team think upstream.”
“Finally, a method you can actually run, not just admire. We use it every quarter.”
“Required reading for any founder before spending a euro on go-to-market.”
The founder
Designing a proposition from zero, deciding which ocean you are in before you spend a euro.
The strategist
A complete, operable system: formula, contract, oceans, tactics, and templates you can run.
The marketer
The promise nobody in the marketing alphabet was taking care of, finally given a structure.
The CEO or board member
Value proposition as enterprise value: the few decisions that change category economics and moats.
Value to Market takes both.
Value Proposition designs the value. Value Strategy carries it to market. Value to Market is the whole arc: the most value to your audience, at the least risk. Get the pair together, at a bundle price.
The bundle is rolling out market by market. Leave your email and I'll tell you the moment it opens where you are.