ELEMENTS OF PERFORMANCE
Elements of Performance are listed on the left hand side of the Value Curve and in aggregate define the complete service or product offering.
Elements are succinct statements. They are not features/benefits, nor objectives,
e. g., for a beverage, one Element of Performance is Taste. “Tastes Great” is a feature and “Improve Taste” is an objective; neither are Elements of Performance.
There are three methods to define Elements of Peformance:
1. Put yourself in your Most Important Customer (MIC)’s shoes
2. Use the 7X7 Matrix
3. Use a combination of 1 and 2 above.