Value alignment

In business you produce a product that creates value and you assume customers buy your product to get that value.

You are assuming that what you are selling is the same thing customers are buying.

But this is an assumption that needs to be tested. A classic example of this is baking soda. There are lots of things you can do with baking soda - cook, clean, science projects…

Speaking to customers might unearth different ways they use your product - which opens marketing opportunities.

Your product might be being used in a completely different way than you intended, creating more value than you originally planned. You need to test if this is the case as you can then capture more of the value created.