It's a common phrase used when building financial models for new products. In fact, most of us use it in many ways in our own lives, even if we don't realize it. Why? Because it helps create consensus and delivers a level of comfort we need to make decisions.
It amazes us how this notion is rarely used to understanding consumer decisions. When looking for ways to innovate, we often rely on how people interact with products. This approach leads to a dangerous assumption that the product is the "hero" and nothing else in the usage situation matters. This is not the case!
By understanding the multiple dimensions that influence usage events and marry them with product benefits that influence use, we can establish a top down and bottom up approach that will create consensus that innovation teams are making the best decision in Stage Zero.
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