
Strategy Transformation Example ◾ 193
can tabulate the new potential ideas and provide notes as per the status (elimi-
nate or keep). Those to keep will be subject to a detailed analysis and ranked.
The ideas, with their corresponding notes, are illustrated in Figure10.19, and
those ideas eliminated reference an analysis using the product fulfillment map.
Ideas Supporting Natural Cleaners
Idea Status Notes
Home safety Keep Prioritize later (i.e., Kano)
Effective cleaning Keep Prioritize later (i.e., Kano)
Effective terminology
(reduce skeptism)
Keep Prioritize later (i.e., Kano)
Harsh chemical fragrance Eliminate Safety during use and disposal
Affordable ...