Have a dream in their heads of what a solution looks like and what they will be able to do, the challenge is to make these customers collaborators, concentrating on what they will be able to do and why to evolve an even better solution.


  • How do you define them?
  • Why do you want to help them?
  • How do you want to be perceived?

Capture their value story

Doing an activity is painful because you have a problem list with undesired results where progress as been blocked by roadblocks

In a perfect world you would dream scenario avoiding negative side-effects. This could positively impact items of value between low estimate and high estimate per unit of time. With potential for added positive side effects

You would be prepared to lose opportunity cost to move forwards as your motivation to resolve this problem is motivation while others in your situation would likely include market size

You know you truly understand when you can tell a customer's value story better than they can