Last week, I received a new book in the mail: Alex Ostervalder’s Value Proposition Design, a quasi A4-sized illustrated volume in landscape format. It attempts to provide organisations with tools to develop products and services that match customer demand. The book is divided in four colour-coded sections: canvas, design, test, evolve, and offers a series of graded activities to the reader.
Value Proposition Design explores an innovative model of blended publishing. A website offers extensions to the book, including an online test, printable blank canvases, and further exercises. The paper version originally combines text, images and diagrams, is clearly written, and quite an enjoyable read. It sold remarkably well too.
In spite of all these qualities, I doubt if Ostervalder would ever make it to the guest list of a Writers’ Festival. In cultural circles, business books are dirty. They hover halfway between noble writing and instruction manuals for vacuum cleaners.
My first job in Australia was with a strategy unit in government, and I’ve since done my bit of project management. I realised that the skills required in these ‘office jobs’ were exactly those I developed as a novelist. What is the precise sequence of steps required to take a set of characters from A to B? And what is the best way of conveying this information to a reader, so that they understand the complexities involved, both cognitively, and emotionally?
Whenever I enter a bookshop, I leaf through the pages of novels on the front shelf. Few capture the complexities of our contemporary world with such elegance as Ostervalder. Few pay such attention to form. Few shed such a clear light on our present context. Yet I keep returning to the fiction shelf with more reverence, excitement and anticipation than I do when I browse through the business section.