122 ◾ The Innovative Lean Enterprise
to the consumer, targets a large opportunity, has a high barrier to imitation,
and has a low-cost position. This is immediately recognized by the strategy
icon having four black quadrants. With respect to the benefits, our con-
figuration of feature 1 solves a problem for consumers that has been unad-
dressed for many years. Consumers in testing have confirmed that they have
been struggling with this problem, and they would feel a sense of relief if
this problem could be addressed in their daily lives. Although Competitor 1
offers a level 3 value of feature 1, consumers still prefer a better fulfillment
option for it. Remember, if two companies offer the same level of an offer-
ing attribute, one version ma