How can companies better understand what customers really need? One helpful tool is the attribute map, described by McGrath and MacMillan in their 2000 book The Entrepreneurial Mindset. The map is a grid of product attributes and customer attitudes. On the vertical axis are different types of customer attitudes toward a specific product; these attitudes can be positive or negative. On the horizontal axis are product attributes that will affect the intensity of a customer’s attitude. A simplified attribute map is shown here.

A nonnegotiable is a positive feature that is also expected as a ‘given’ by your customers.

A differentiator is a product attribute that is valued by customers and is not readily available from competitors.

An exciter is essentially a turbo-charged differentiator. Typically, this feature or attribute is so desirable that it often serves as a deal-closer in purchasing decisions.

A tolerable attribute is something that customers dislike but are willing to put up with.

A dissatisfier is a negative feature or attribute that is more intense than a tolerable. These attributes will gradually drive away customers.

Finally, an enrager is an attribute that leads to strong negative feelings about a product. Enragers will drive off customers quickly and have the potential to cripple or kill off demand for a specific product.

Part One

The instructor will ask for suggestions of commonly used products; shampoos, cell phone providers, and college bookstores are possible examples. After selecting a product category, the instructor will break the class into six teams: one team for every cell in the attribute map.

Part Two

Each team will brainstorm for 10 minutes in order to develop a list of product attributes for its cell in the attribute map. The instructor will ask for one person from each team to summarize its findings.

Part Three

Based on the completed attribute map, discuss the following questions:

• Do any products/companies seem to be competing solely on a basis of nonnegotiables? Is this strategy viable, or not?

• Has anyone had exciter or enrager experiences in this product category? How did these experiences affect future purchases in this area?

• If you were going to build a customer’s “dream product” based on this map, what would it be? What steps can a company take to prevent a competitor from rolling out a duplicate good?

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Positive Customer Attitude Negative Basic Nonnegotiable. Performs at least as well as competition. Tolerable. Performs no worse than the competition. Product Attributes Discriminator Differentiator. Performs better than the competition where it really counts. Dissatisfier. Performs below competition. Energizer Exciter. Performs better than the competition. Enrager. Must be corrected at any cost.