Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Appendix B. Afterword

WHERE DID THIS BOOK COME FROM?

CONTEXT

2004: Alexander Osterwalder completes a Ph.D. dissertation on the topic of business model innovation with Professor Yves Pigneur at HEC Lausanne, Switzerland. Fast forward. 2006: The approach outlined in the dissertation starts being applied around the world based on Alexander's business model blog, notably in companies such as 3M, Ericsson, Deloitte, and Telenor. During a workshop in the Netherlands Patrick van der Pijl asks "why is there no book accompanying the method?" Alexander and Yves take up the challenge. But how does one stand out in a market where countless strategy and management books are published every year?

INNOVATING THE MODEL

Alexander and Yves decide they can't credibly write a book about business model innovation without an innovative business model. They ditch publishers and launch the Hub, an online platform to share their writings from day one. Anybody with an interest in the topic can join the platform for a fee (initially U.S. $24, which is gradually raised to U.S. $243 to keep the platform exclusive). That this and other innovative Revenue Streams finance the book production in advance itself is an innovation as well. It breaks the format of conventional strategy and management books in order to create more value for readers: it is co-created highly visual, and complemented by exercises and workshop tips

KEY AUDIENCE

visionary and game changing . . . entrepreneurs / consultants / executives

MADE IN ...