Customer benefit hypotheses

Write each benefit as a statement you could read aloud: as a [user] I need [something] so that [benefit].

Then take each one into interviews and ask two things: what does this mean to you, and how well is it handled today. You are measuring importance and satisfaction — and it is the gap between them that locates opportunity.

High importance with high satisfaction is a solved problem. Low importance with low satisfaction is a distraction. The quadrant you want is high importance, low satisfaction, and it is usually narrower than you hoped.

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