Are you addressing essential customer gains?
Are you addressing extreme customer pains?
Customers expect and desire a lot from products and services, yet they also know they can’t have it all. Focus on those gains that matter most to customers and make a difference.
Customers have a lot of pains. No organization can reasonably address all of them. Focus on those headaches that matter most and are insufficiently addressed.
Your customers are the judge, jury, and executioner of your value proposition. They will be merciless if you don’t find fit!