Four reasons people pay for high-value products, used to check why customers buy and to position your product.
Daniel Priestley's framework, from Oversubscribed, pp. 115 to 118.
Save or make money
Help people earn more or spend less, for example as a gift or status signal that wins bigger deals.
Save time or eliminate wastage
Remove the need to prove yourself or do extra work.
Bring increased emotional benefits
Celebrate milestones or communicate something special.
Ease pain, suffering or negative emotions
Replace feelings of being unrewarded or unappreciated with positive ones.
From chapter: IT BEGINS WITH A HAPPY CUSTOMER, pp. 115–118
Imagine your perfect client and ask what unmet need or problem made them perfect. High-value products link to four underlying drivers: make or save money, save time or eliminate wastage, bring emotional benefits, and ease pain or negative emotions. Priestley tests the idea on why people buy a Rolex, and sets two activities to map your own purchases and product to the drivers. Capacity should then be defined as the number of people you can leave delighted, including everything required for that, as with Apple charging batteries before shipping.
