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Element 4. Demonstrable Now > Relevance—Why Add This Element?

Relevance—Why Add This Element?

This element monitors the end user’s ability to understand the features, benefits, and value of the product or service you are planning to offer. It is a tricky element. The more demonstrable the product, the less likely that it has a sustainable uniqueness. By adding up substitutes customers might be able to gain the features and benefits of your product, though at much greater cost. You can still use the substitute product to demonstrate your own.

Perhaps the most important aspect of demonstrability is that it gives you a quick read on how quickly customers will grasp—and how highly they will value—the comparative advantages of your idea.


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