Value proposition for designers - VP(d): a tool for strategic innovation in new product development

The construct 'value proposition' is becoming evident in the world of design, as business and marketing intersect with the processes of design. Value proposition can be a powerful way of modelling ideas for products, rather than the actual realisation of those products. The paper offers a brief overview of literature referencing value proposition, found in relevant fields of business and innovation. The paper details a primary investigation of the usage of value proposition by design companies. This is conducted through an analysis of industrial design firms' websites across six key countries. The findings are that value proposition is still a minor component of the offerings of design firms. However, it was found that larger companies do utilise similar forms of 'idea modelling'. The paper goes on to propose a structured method of building and communicating a value proposition for designers - VP(d). This offers a bridge between various pre-product and post-product states. An implication is that it strengthens design and designers' role in business and strategic innovation.