2. Stress Test You Idea for Desirability

Question

Are your customers willing to buy your solution?

Tip

Customers don't care about solution, but about achieving desired outcomes

The Customer Force Model

Customers feel a problem so urgently that they are already acting to address it employing unsatisfactory existing alternatives (status quo)

I love to listen music on my CD collection wherever I am

Customers experience a Trigger Event that makes them switching from the old way to the new one

I went out for a trekking and I left home my favourite CD

This triggering event is a violation of the expectations. Namely the old way (i.e. the existing alternatives) is no longer good enough to get the job done
The trigger event is a motivation to look for a better way (PUSH)

I wish to have all my CDs with me in a compact space

You promise a new better way (PULL) to give to your customer the desired outcome

The MP3 seems to give me the opportunity to have all my CDs and even more in a tiny space

Your customers will choose your new way, leaving the old consolidated one (INERTIA) if and only if, your new way is undisputedly better in getting the job done.

I love my collection of CDs, and I spent a lot of money to buy all the CDs, but the MP3 is by far more convenient

Once chosen, your customers will get on the way if and only if, they will not perceive significant obstacles during the usage (FRICTION)

However the quality of CD is much better in some cases, but still MP3 are good enough