Level 6 of 6 below the wall
Needs
The capabilities required to overcome the Obstacles. Needs without decision criteria are agnostic. The goal is to evolve them into criteria that lock in your differentiation.
What great looks like
A capability tied to a specific obstacle that has been evolved from an agnostic feature anyone could claim toward a decision criterion that locks in your differentiation.
The common mistake
A generic feature list any vendor could match. Needs without decision criteria are agnostic.
Example: Amazon at this level
A logistics technology partner with route optimisation, multi-carrier management, real-time tracking, and automated returns.
The how, researching this level, building a hypothesis, and evolving it with the customer, is what we go deep on inside MEDDICC Membership.
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