- Indifference = Nice to Have = No value
- Hate or Desire = High Information = High potential
Potential is proportional to reaction, good or bad. Normal reaction is a sign of nice to have which means no value.
- Ask = Little value (nice to have)
- Pain = High Value
- Observe = a business opportunity
Never ask people want the want, observe them and focus on their pain.
#3 Don't forget: Benefits >>Cost
Last, there is no business if the benefits aren't significantly higher then the cost.