Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
Alexander Osterwalder, Yves Pigneur
By rights, this book shouldn't feature in a round-up of the best titles of 2010, as it first came out over a year ago. But the story of how it came to be seen by a wider audience earns it a gold star and a place on the list for practicing what it preaches. Not familiar with the ways and wiles of the book publishing industry, the authors had decided to put their money where their mouths were, and committed to self-publishing a book based on Osterwalder's well-received PhD thesis. They solicited online contributions from paying contributors to cover costs, and together the group developed a visually intricate and provocative series of tools and techniques to help people think about developing, understanding and designing appropriate business models. Initially published only as a very limited edition hardback, the underground success of the book caught the ear of the publisher at Wiley, who published a massmarket version earlier this summer. It's a success story on many levels, but the strong, smart content will be particularly useful for any designer looking to decode some of the sometimes arcane terminology beloved by their business brethren.