PND Before R&D

Raphael H Cohen

Chapter 7 in Pre-Project Excellence, 2024, pp 69-73 from Springer

Abstract: Abstract This chapter focuses on the importance of understanding and verifying the Pain/Need/Desire(s) (PNDs) of the target Customers in order to verify the Customers’ buy-in. This requires to know who the target Customers are as well as the Pain/Need/Desire(s) of each them, as outlined by ISO 56007. It emphasizes the need for project initiators to clearly express the PNDs through a Customer PND Focus Statement. The chapter also highlights the significance of focusing on a limited number of PNDs and the potential risks of trying to satisfy too many PNDs at once. By providing more detailed insight of the concept of Pain/Need/Desire(s) than what is expressed in ISO 56007, the content of this chapter can be used to practically implement ISO 56007.

Keywords: Customer PND focus statement; Pain/Need/Desire; Target customer; Fuzzy outcome; End-users; Customer buy-in; Market success; Solution; Verification; Critical issues; Decision criteria; Focus; IpOp Model; Pre-project; ISO 56007; Unknowns (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-61774-4_7

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