What kind of questions can one ask?
- Can we articulate the benefits convincingly to a defined target market(s)?
- Can we locate the target market(s) and reach them with cost-effective media and trade
channels? - Does our company possess or have access to the critical capabilities and resources we
need to deliver the customer benefits? - Can we deliver the benefits better than any actual or potential competitors?
- Will the financial rate of return meet or exceed our required threshold for investment?
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