From Features to Benefits to Value
From Features to Benefits to Value
The process of translating your product's features into customer value is a three-step process:
- Features: What your product has or does. This is the starting point.
- Benefits: What a feature enables for the customer. This is the immediate result of the feature.
- Value: How a benefit helps a customer achieve a specific goal. This is the ultimate outcome that the customer cares about.
Here's an example:
| Feature | Benefit | Value |
|---|---|---|
| 15-megapixel camera | Sharp photo images | Images can be zoomed in or printed and still look sharp. |
| All-metal construction | A stronger frame that resists damage | The frame lasts longer, saving money on replacements. |
| One-click reports | Fast, easy report generation | The entire organization can make better decisions with up-to-date data. |
| 24-hour support | Support that is always available | Global operations have access to help across every time zone. |
By moving from features to benefits to value, you can create a positioning that is more customer-centric and that speaks directly to the outcomes that your customers are trying to achieve.
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