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2024 | OriginalPaper | Chapter

7. PND Before R&D

A Written Customer PND Focus Statement Creates Commitment and Keeps Entrepreneurs Focused

Author : Raphael H Cohen

Published in: Pre-Project Excellence

Publisher: Springer Nature Switzerland

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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.

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Metadata
Title
PND Before R&D
Author
Raphael H Cohen
Copyright Year
2024
DOI
https://doi.org/10.1007/978-3-031-61774-4_7

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