Page 297 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
P. 297
The salesperson
The (critical) customer
Quickly evaluate your ideas with role-playing by
simulating the voices of key players.
Customers
Take the customers’ point of view and focus on customer jobs, pains, and gains
and competing value propositions. In a B2B context think of end users,
influencers, economic buyers, decision makers, and saboteurs.
Chief executive officer (CEO), senior leaders, and
board members
Take the company leadership’s point of view (e.g., CEO, chief financial officer
[CFO], chief operations officer [COO]). Give feedback from the perspective of
the company’s vision, direction, and strategy.
