STEP 1: LOCATING RELEVANCE

Use your Onboard Naming Navigator to locate relevance. Finding relevance may not be simple, and will require a deep understanding of your customers and what's important to them. If you haven't done so already, speak with your customers and have them answer the following questions:

• What is important to you about this product or service?
• Why would you choose one product or service over another in this space?
• In what ways are competitors' products or services deficient?
• How would you describe the ideal product or service?
• What product or service in this space best fits your needs and why?

Once you have answers to these questions, and a solid understanding of what is relevant to your customers, advance to the next step and use your Side & Rear-View Mirrors to locate and avoid your competitors.