The author is not putting the Business Model Canvas into the appropriate context. The BMC should be used to structure the kernel of your business, not create a

The author is not putting the Business Model Canvas into the appropriate context. The BMC should be used to structure the kernel of your business, not create a new product. The Lean Canvas much better suited for iterating towards the product/service offering. Once you have the product/service, you build the business model around it.