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What features in a product/service might play a role in overcoming these obstacles?

Common Mistake in Seeking Customer Needs

“Dear customer, what are your needs?”

ASSUMES customers know what they need

Like a doctor asking, “what kind of surgical procedure would you like today?”

Better to start a conversation, infer needs Inferring Customer Needs

Through Indirect Methods

Business Systems Planning: A process/use perspective

What are the major obstacles you face today?

What features in a product/service might play a role in overcoming these obstacles?

Critical Success Factors: A successoriented perspective

What 34 factors are most critical to your success?

What features in a product/service are needed to achieve success?