Introducing the Value Discovery Canvas tool Is there a structured process to develop customer insights that can be shared and brainstormed across teams? If you know what the customer really wants, you can grow your business, develop competitive advantage, create superior customer value and avoid wasteful expenditure. This book provides a useful framework called the Customer-Action-Cycle, introduces the Value Discovery Canvas tool, and lays down the Value Discovery Process. Written in a simple, easy-to-understand language, the book addresses two basic questions: Where does customer value reside and how does one find it?