This talk presents a new approach to product and service development by focusing on understanding and fulfilling customer desires. Moving beyond traditional methods, we explore how to use the Desire -> Feel -> Think -> Say chain to gain deep insights into what customers really want. By applying the persona method and working through the value chain from desire to execution, we create detailed profiles that help shape our development process and ensure that our offerings are truly aligned with customer needs. This session is about transforming your development strategy to be more customer-centric, resulting in products and services that stand out and drive revenue.

Value to Attendees:

Customer Insight: Learn how to trace the path from customer desires to their expressions, uncovering real needs and emotions.

Persona Methodology: Understand how to create and use personas to effectively guide product and service development.

New development approach: Discover a new way of thinking about product and service development, focusing on continuous customer feedback and agile methods.

Proactive solutions: Learn how to position your offerings as essential solutions, building trust and long-term relationships with customers.

Sustainable Growth: Get strategies for meeting customer needs in a way that leads to sustainable value and revenue growth.

Why it matters:
Traditional product development often misses the mark because it does not fully understand the customer. My approach puts the customer at the centre, ensuring that their wants and needs drive the development process. By focusing on how customers feel, think and express their needs, and using personas to guide us, we can create products and services that truly resonate with them.

Who should attend:
This session is perfect for anyone involved in product and service development, including product managers, service designers, business strategists and entrepreneurs. If you're looking to break away from conventional methods and create offerings that are truly valuable to your customers, this session is for you.

Join me to learn how to turn customer desires into real value and sustainable revenue.