The topic for the team to dig into:
A distinction is made between the functionality of a solution, which meets a rational customer need, and the attractiveness of that solution, which directly concerns the emotions of customers.
While meeting customer needs may be a prerequisite for the existence of the solution on the market, its attractiveness (or desirability) is often a necessary key to validate the adhesion and therefore the purchase of the solution.
A tool for collaboration:
The Golden Circle tool, popularized by American author Simon Sinek, facilitates the work of defining the attractiveness of the solution and its communication. The tool is based on 3 key questions Why, How, What that a project leader must know how to argue (in this precise order) to present the solution, and in particular its desirability for the market.
It is a Storytelling tool, which allows to define the positioning of the solution, in order to make it remarkable, to clearly communicate this uniqueness to the customers and to propose an inspiring content and not a catalog of features.
Here’s an example applied to Tesla. Rather than saying, “we sell high-end electric cars,” the pitch would be:
1/ WHY: We are a major player in the ecological transition of transportation towards greener energy consumption
2/ HOW : We want to break with the idea that electric vehicles are necessarily small, fragile, slow, ugly.
3/ WHAT: We make it possible to acquire the first premium electric car (fast, safe, long range, etc.)