Define the attributes, benefits, and values for your offering Interview at least one customer, but ideally five to eight. Using the tips about what to ask and what not to ask, try to find out what the customer’s—

JTBD, rather than just assessing the attributes and features you provide.

If you cannot ask a customer, use a colleague or an expert as a customer’s proxy. You must talk with someone who knows customers very well, especially about the benefits and values customers get from using your product/service.

After your interview(s), review your notes and classify them into three categories:

Attributes and features: “So what is it that you do? What does your firm provide?”

Benefits: “Why does the customer care about this?” You may distinguish between the user role and the benefits for the users, the payers, and the buyers.

Values: “Why are these benefits important to the customer? What are the values behind the benefits that drive the need these benefits provide to the customer?”—essentially, what are the values that the customer is interested in to get their job done?

Attributes/ Features Benefits Values ? ?