1. Identify the offer's value attributes

When we buy a plane ticket, we want to be satisfied on several criteria or attributes. First and foremost, of course, we need to arrive at the right place, which is an implicit value attribute, but one that needs to be made explicit. We also need safety, i.e. a fleet of recent, well-maintained aircraft. Then we want to arrive on time and collect our luggage in good condition. Then there are other attributes such as on-board service and comfort, or the time spent going through airport...