2. Analyze explicit and implicit expectations

Once the problems have been identified, it's time to understand in more detail what the customer expects in response. But beware: not all expectations are expressed directly. Some are visible, expressed and formalized. Others are deeper, implicit, emotional, sometimes unconscious. It's by working on this double reading that you'll be able to build a value proposition that really resonates.

2.1 Distinguishing between explicit and implicit expectations

Explicit expectations are formulated requests: a price, a deadline, a standard, a format, a performance. They are often listed in a specification or stated in a meeting.
Implicit expectations are more subtle. These are criteria that are not expressed, but...

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Analyze explicit and implicit expectations