Chapter Five. How Do You Design Your Product or Service?

Chapter Topics

• Why should you design your product or service?
• Give customers what they need—not what you think they need
• What is the difference between product features and product benefits?
• What does "value" mean to a customer?
• The Value Proposition Ratio
• A Value Proposition example
• Your reason for being
• Your competitive advantage
• Low innovation
• Product design chart
• Prototyping your product—doing a test