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Definition

Finding a compelling unserved need is a large piece of any matrix of success. It is also probably the easiest Scorecard element to understand. If your product fulfills a need, and that need is unserved elsewhere, and if it is compelling, then you could be well positioned for success. Of particular interest might be the intensity of the need, the flow of information that causes you to believe the need is unserved, and the inability of the average customer to work around the problem.

“Need”

A need is a lack of something required, desirable, or useful. It is a condition requiring supply or relief. However, unless the need is for air or relief from excruciating physical pain, there will be a question about the intensity of the need to the customer or market. Perhaps your best gauge of the intensity is the cost of the workaround or substitute. If no solution is quite right, and therefore there are several solutions at various prices, you may gain an advantage by offering one superior solution with one price.


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