Business Model Generation Playbook

Value Proposition Development

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Important for this playbook

These business models all share a focus on utilizing various resources to develop and design a unique value proposition for a business. These models often involve utilizing data, customer input, and technology in order to create a tailored offering for target markets.

Utilizing customer input and feedback

The Crowdsourcing, Digitization, and User Designed all emphasize on utilizing customer input and feedback in the value proposition development process. Crowdsourcing involves gathering ideas and input from a large group of people, often through online platforms, to inform the development of products and services. Digitization, similarly, leverages technology to gather data on customer preferences and behavior in order to inform the design and delivery of products and services. User designed business models take this a step further by involving customers directly in the design process, with the goal of creating products and services that precisely meet their needs and preferences.

Utilizing data and customer insights

The business models of From Push to Pull, Leverage Customer Data, and Open Business Models all share a focus on utilizing data and customer insights to inform and drive the value proposition. From push to pull involves shifting the traditional business model of pushing products and services to customers to instead pulling them in through targeted marketing and personalized offerings. Leverage customer data similarly involves using data on customer preferences and behavior to inform the development of new products and services. Open business models, meanwhile, involve making a company’s processes and data open to customers and partners, allowing them to co-create value and drive innovation.

Rethinking and repurposing existing resources

The business models of Open Source, Prosumer, Reverse Engineering, and Trash-to-Cash all share a focus on rethinking and repurposing existing resources in order to create new value. Open source involves making a company’s intellectual property freely available to others to use and build upon. Prosumer business models, on the other hand, involve empowering customers to create their own products and services. Reverse engineering, meanwhile, involves taking apart and analyzing existing products in order to inform the development of new ones. Trash-to-cash business models, finally, involve finding new ways to monetize or repurpose discarded or unused resources.

These business models are part of the Business Model Patterns printed card deck.

Proven business models that have driven success for global leaders across industries. Rethink how your business can create, deliver, and capture value.

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Crowdsourcing illustration



Outsource specific tasks to the crowd

Digitization illustration



Transform tangible products into digital variants

E-commerce illustration



Deliver traditional products through online channels

From Push to Pull illustration


From Push to Pull

Decentralize to allow responding just-in-time to changing customer needs

Leverage Customer Data illustration


Leverage Customer Data

Create new value by collecting, analyzing, and preparing customer data

Open Business Model illustration


Open Business Model

Open up your platform for partners to collaborate on value creation

Open Source illustration


Open Source

Go Open Source to gain market mass and earn on affiliated products

Prosumer illustration



Enable customers to become producers and profit themselves

Reverse Engineering illustration


Reverse Engineering

Learn from competitors

Trash-to-Cash illustration



Transform used products, materials, and waste to form new products

User Designed illustration


User Designed

Let customers act as both consumers and designers

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