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Chapter 4
Idea Generation
In Chapter 3 we learned about finding and quantifying new opportunities and
the understanding of various customer requirements. We learned that customer
satisfaction depended on certain must-have requirements, one-dimensional
requirements, and attractive requirements. We also learned how each of these
requirements contributes to customer satisfaction. In Chapter 3, we introduced a
new tool called the product fulfillment map, which utilizes all of the customer
touch points with the various categories of product fulfillment targets. We
learned how this tool can be used to test current and proposed strategies and,
in some ...