Give Them Their CUE

This chapter discusses the importance of a compelling and easy-to-communicate Elevator Pitch in presenting the Solution to potential Investors and/or Customers. The Elevator Pitch is a short presentation that captures the most impactful Benefits of the Solution and is designed to generate interest and excitement. It is compared to the trailer of a movie, enticing the audience to learn more. The chapter also emphasizes the need for a detailed Customer Unique Experience (CUE) Description as well as a detailed description of the Solution, which outlines all the key characteristics and benefits of the solution in clear terms. Anchoring the CUE Description and the Solution description in the minds of the team ensures alignment and focus on delivering the desired Customer experience. The solution should bring Benefits not only to customers but also to other Stakeholders, including social and environmental Benefits that support the corporate social responsibility. The Crystallized Opportunity is achieved when the solution is clearly defined and fine-tuned for the target Customer’s experience to address their Pain/Need/Desire(s). The chapter concludes by mentioning the link with ISO 56007, highlighting the importance of delivering Benefits to Stakeholders to obtain “acceptance by interested parties” that ISO 56007 sees as one selection criterion.