“If there’s something that’s terrible, it’s this fuzzy value proposition with AI slop.”
Alex Osterwalder, co-founder of Strategyzer and inventor of the Business Model Canvas, returns to The Innovation Show with a field report on AI value proposition design. A few weeks ago he argued that AI should never replace the human struggle of value proposition work. Drawing on recent work with a large client’s product owners and product managers, he now shows Aidan McCullen where AI earns its place, once a team has done the homework that gives a language model something worth working with.
In this conversation, Alex reveals: – The four evidence-backed artifacts every team needs before AI writes a word of its value proposition – Why high-level input to an LLM produces high-level output, and how to stop it – How Strategyzer fed its own customer profiles and value stacks into AI and was surprised by the hero copy that came back – The Value Stack, a new tool that sorts benefits into a key value driver, supporting benefits and table stakes – What Gmail’s one gigabyte of free storage in 2004 teaches about the single benefit that brings customers to you – Why a large European marketing team demoted its own “differentiators” to table stakes the first time it used the Value Stack – How the marketer’s job shifts towards overseeing AI, much as software developers now oversee coding agents – Why agents can run 100 customer interviews in an hour yet still cannot decide what to build – The reason Alex says AI has no taste, and what that means for product judgment
Chapters: 00:00 Sponsor Message 00:22 Why AI For Value Props 01:44 Field Insights And Demand 03:26 Homework Before AI 04:43 Four Core Artifacts 06:33 Generating Assets With AI 08:10 Marketers As Overseers 10:01 Value Stack Explained 15:15 Agents And Human Judgment 17:41 Wrap Up And Giveaway 18:55 Sponsor Closing Notes
About Alex Osterwalder: CEO and Founder of Strategyzer, inventor of the Business Model Canvas, and lead author of Business Model Generation and Value Proposition Design. Explore his tools at https://www.strategyzer.com. And I am biased but a damn good guy!
Win a digital copy of Value Proposition Design, with thanks to Kyndryl. Subscribe to the Thursday Thought on Substack to enter: https://thethursdaythought.substack.com
Get 20% off the Strategyzer platform with code INNOVATIONSHOW20 at https://www.strategyzer.com
This series is brought to you by Kyndryl, who run and reimagine the technology systems that drive advantage for the world’s leading businesses. With a unique blend of AI-powered consulting built on unmatched managed-service capability, Kyndryl helps leaders harness technology for smarter decisions, faster innovation, and lasting competitive edge. Learn more about Kyndryl and the Kyndryl Institute at https://www.kyndryl.com.
About the Host: Aidan McCullen is the 2025 Thinkers50 Innovation Award recipient, keynote speaker on AI, disruption, innovation and change, host of The Innovation Show, and author of Undisruptable: A Mindset of Permanent Reinvention (Wiley). Learn more at https://theinnovationshow.io/about-aidan-mccullen
About The Innovation Show: the Thinkers50-recognised podcast where square pegs find their place in a world of round holes, with conversations on disruption, innovation, change, transformation, leadership and AI.
Website: https://theinnovationshow.io Apple Podcasts: https://podcasts.apple.com/ie/podcast/the-innovation-show/id1148455669 Spotify: https://open.spotify.com/show/63nFKf4bsSWo3W72gWtOsK?si=b62d9614237c4450 YouTube: https://www.youtube.com/c/theinnovationshow LinkedIn: https://www.linkedin.com/in/aidanmccullen