Once the Value Map is established, projects and initiatives can be matched to the true outside in customer perspective.
This means that initiatives are cross-checked with customer Pain Points and evaluated by if and how strongly they provide value to the customer. Three outcomes are possible:
- Initiatives strongly address Pain Points and should be prioritized
- Initiatives have no clear benefit to the customer and must be sharpened
- Initiatives focus on irrelevant aspects and should therefore be de-prioritized
The whole approach leads to two results: Firstly, at a quite early stage, it becomes clear which ideas and concepts are likely to be successful in the market and which ones aren’t. Secondly, the acquired customer insights add a new quality to the process of agreeing on targets and approaches in the organization. There will be no room for speculative discussions, and decisions on innovations and initiatives are taken quickly and based on facts.