Customer jobs and pains · The gain list · Element
The willingness
Evidence about whether the customer would actually pay more for the gain.
The part
What it is
Stated preference overstates willingness consistently. Anything short of an observed trade-off should be recorded as an opinion.
A gain nobody will pay for is not necessarily worthless — it may be required for entry — but it should not be counted as a source of premium.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Evidence type
Observed trade-off, stated preference or assumption — the three are not comparable.
Choice shared typeIndicated value
What the gain appears to be worth, held with the evidence type that produced it.
Money shared type