Course description

At the masterclass, you learn to design value propositions that customers want - by focusing on what matters most. You will understand the high-value customer jobs you should focus on by adopting a fast cycle of testing value propositions and getting feedback through accurate metrics. 

With an outcome-oriented mindset with trust in the creative process that serves the strategy, you will learn to create solutions that consider multiple customer needs. You will learn how to spark an idea, nurse it into a great value proposition, and mature it into a business model. As a result, you will feel more confident in connecting value proposition creation with business execution. 

While customer and outcome-oriented value propositions are foundational, you still need to go deeper. Strategy is about finding a proposition that your competition either cannot or is not willing to copy. You will learn to see, discover, and define practical differentiation, which allows you to stand out from the crowd. 

The training is online training once per week or bi-weekly for four to six weeks. One session lasts 4 hours at a time. In between training sessions, there are two clinics, which are sparring sessions where groups present group work and collect feedback from trainers and leadership. 

Learning Goals

The training focuses on the following areas, which you will explore using your product ideas:

  • Think strategically: move towards outcome orientation

  • Design value propositions and product visions

  • Test value propositions

  • Define growth metrics

  • Articulate product strategy and differentiation

  • Create business models

  • Connect vision, strategy, and agile execution

  • Understand the characteristics of a product leader

  • Pitch new products and services

Target groups

Business managers, product managers, product owners, business- and service designers.


Duration: 5 half day modules online, or 2-3 days in classroom depending on grop size
Minimum number of participants: 8
Maximum number of participants: 20-24
Language: material in english
Prerequisites: Product owner / product manager experience or training
Price: 2150€ (excl. VAT) per person

Cancellation policy: Cancellation has to be done 14 days before the course starts to avoid costs. Cancellations made later than 14 days prior to the course will be charged 50 % of the course price. In case of no show the full price is charged. The organizer reserves the right to cancel or postpone the course if the minimum number of participants is not reached.