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" Co-creation is much more work than writing somewhere in a hidden corner and then publishing your content. However, the benefits outweigh the costs. "

Alexander Osterwalder

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" Founders go wrong when they start to believe their business plan will materialize as written. I advise entrepreneurs to burn their business plan - it's simply too dangerous to the health of your business. "

Alexander Osterwalder

" The same products, services or technologies can fail or succeed depending on the business model you choose. Exploring the possibilities is critical to finding a successful business model. Settling on first ideas risks the possibility of missing potential that can only be discovered by prototyping and testing different alternatives. "

Alexander Osterwalder

" You need to be naive enough to do things differently. No big publishing house would have allowed us to co-create a fully designed, four color business book in landscape format - because it was contrary to the publishing industry logic. However, we thought of Business Model Generation as a product, not just a book - similar to Apple products. "

Alexander Osterwalder

" Great entrepreneurs are often great listeners and they can spot patterns and pick up on small details in customer stories. "

Alexander Osterwalder

" Actions speak louder than words. There is a big difference between what people say and what they do. People might tell you they are excited about your new product, but when they are in a buying situation their behaviour might be totally different. "

Alexander Osterwalder