notes/biz/value_props_harvard_innovation_labs.md

From the YouTube video "Value Props: Create a Product People Will Actually Buy".

"A problem well-defined is halfway to a [business]."

Four U's

Unworkable

• Somebody could get fired for not resolving this problem: real consequences.
• mostly for B2B

Examples

• iCloud didn't exist/didn't work at first.
• a generation of kids won't know how to use the internet; the entire country will fall behind the rest of the world.

Unavoidable

• is the problem so fundamental that it can't be avoided?
• e.g. taxes, education, aging

Urgent

• relative to other needs
• you'll get delayed/de-prioritized if you're not addressing priority #1
• urgency is often created by market shifts, e.g. banking moving online
  • e.g. mobile, AI

Related Questions to Prospects

• What's your number one priority right now?
• When do you think you'll get to priority #2?

Underserved