The modern engineers and engineering leaders are acutely aware that product development is a collaborative profession, with the customer firmly at its heart. Instead of operating in a silo, engineers need to be laser focused on delivering real value to prospects and customers. It is imperative for engineers to learn relevant skills in designing compelling value propositions and apply a strategic innovation approach to act on new ideas thereby realizing the goal of building great products, services that customers love.

Who is this course for?

If you are an engineer, engineering manager, lead, product owner or product manager, project or program manager involved in the design, development, maintenance or launch of solutions, this course is for you.

What will you learn?

  • Journey of idea to commercially successful products or solutions
  • Develop a value proposition using the value prop canvas framework
  • Fundamental personas & user stories
  • Understand the concept of Innovation
  • Overcome the psychological and behavioral barriers to build personal and team creativity
  • The five leadership practices of building an innovation culture
  • The right incentives, processes, and mindsets to spur creativity
  • Types of Innovation based on the impact the innovation creates
  • Differences between radical and Disruptive innovation
  • Best Practices of recognized innovative companies
  • ROI of Innovation


There are no prerequisites for this course. This course would be useful for engineering leads, managers, individual contributors involved in the design, development, maintenance or launch of solutions.


Being a customer centric engineer is tough. Most often you are a step removed from directly interacting with customers, working with Product managers who are primarily responsible for gathering the needs, wants, interests of the customers but you still are responsible for realising the goals & vision by keeping the customer at the heart of what you do. This requires engineers to understand the big picture - how your role in creation of products positively impacts customers lives thereby creating business value.

A clear understanding of the consumer is critical to the success of any business. The focus of this course is to help participants become keen observers of strategic consumer insights and hence build a value proposition for their products.

Creative problem solving is recognized by most successful organizations as an essential skill that enhances the leadership capabilities of employees as well as the business potential of the organization. This skill will enable you to better appreciate the customer’s needs and hence create better solutions for the same.

The course guides you through the process of innovation, the best practices followed by the most recognized innovative organizations. Knowing and following these best practices helps steer your organization towards being more innovative.

The course offered by the Institute of Product Leadership is a tailored fit if you are aiming to hone your skills and create an impact in your organization

Course Curriculum

  • 1

    Customer Centric approach to Designing Value Propositions

  • 2

    Understanding Customers

    • Importance of Understanding Your Customers
    • How to understand your customer
    • Chapter Quiz
    • Additional Learning Resources
  • 3

    Communicating With Your Customers

    • Effective Communication
    • B2B Communication
    • Chapter Quiz
    • Additional Learning Resources
  • 4


    • What is a Persona
    • Creating Personas - Persona BAG
    • BAG Framework - Behaviour,Aspirations, Goals
    • Designing a Sample Persona
    • Chapter Quiz
  • 5

    Buyer Persona

    • Building a Buyer Persona
    • Why do Personas Fail
    • Chapter Quiz
    • Additional Learning Resources
  • 6

    Understanding The Problem

    • Understanding the Problem
    • Asking the right questions
    • Why do problems exist
    • JTBD types (core, social, emotional)
    • Customer Profile Map
    • Chapter Quiz
    • Additional Learning Resources
  • 7

    Understanding the Solution

    • Understanding the Solution
    • Journey Map
    • The Value Map
    • Elements of Value
    • Chapter Quiz
    • Additional Learning Resources
  • 8

    Value Proposition Design - Recap

    • Value Proposition Design - Recap
    • Final Quiz
  • 9

    Resource Library - IPL Product Management Webinar Series

    • Empathy in Product Development
    • Building Customer Centric Products
    • Product Management: Not Just for Product Managers
    • Product Management as a Career Path
    • Transition from Technology Professional to Product Management Career Charter
    • Building Successful Career with Product Management
  • 10

    Recommended Readings and Books

    • Recommended Books
  • 11

    Applied Creativity in Innovation Context - Introduction

  • 12

    Vocabulary of Creativity

  • 13

    Habits of Creative People

    • What is a Habit?
    • Curiosity and Experimentation
    • Courage
    • Sense of Humour
    • Power of Association
    • Additional Learning Resources
  • 14

    Creativity in the Product Process

    • What is a Product?
    • Where do Ideas come from?
    • Conceptualization to Execution
    • Creativity in Go-to-Market and Product Pricing
    • Additional Learning Resources
  • 15

    Design Thinking

    • Visual Thinking
    • Rapid Iteration
    • What is Design Thinking?
    • Customer Centricity
    • Additional Learning Resources
  • 16

    Science of Creativity

    • What is the Science Behind Creativity?
    • Best Case Solution
    • Landscaping and Solution Vegetation
    • Additional Learning Resources
  • 17


    • Staying with the Problem and Mind Mapping
    • 5W 1H
    • Storytelling
  • 18

    Solution Vegetation/Ideation

    • What is Solution Vegetation?
    • Tiers of Non-Customers
  • 19

    Best Case Solution

    • Technique from Design Thinking
    • Non-Dollar Returns
  • 20

    Innovation Frameworks for Creating Value - Introduction

  • 22

    Types of Innovation

    • Learning Outcomes
    • Different types of Innovation
    • Chapter Quiz
    • Additional Learning Resources
  • 23

    Process of Innovation

    • Learning Outcomes
    • Processes of Innovation
    • Chapter Quiz
    • Additional Learning Resources
  • 24

    Practices at Innovative Companies

    • Learning Outcomes
    • Various practices at Innovative Companies
    • Chapter Quiz
    • Additional Learning Resources
  • 25

    Returns of Innovation

    • Learning Outcomes
    • Tangible and Intangible Returns
    • Chapter Quiz
  • 26


    • Course Summary
    • Resource Library
  • 27

    Final Certification Exam

    • Final Exam
    • Reference Books


  • When does the course start and finish?

    The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.

  • How long do I have access to the course?

    The access to the course normally is one year. If you have enrolled to the course via any special coupon code, then in such case, it shall depend on the validity of the course announced during the specific campaign.

  • What if I am unhappy with the course?

    We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 7 days and we will give you a full refund.