Hi Joseph,

As part of Verifying a pain point through User Research, you’d want to keep track of where that pain point falls on a scale of “Nice to have if it were solved” to “Must have solution now”. You’d also have to weigh your findings against your own vision and strategy. For example, you may discover that something is a dire pain point, but it may not be one that you are passionate about solving. Or perhaps you don’t have and don’t intent to build the Capabilities in RDCL Strategy to solve that pain point i.e. you may not be the right company to solve it.

As part of making sure a pain point is Valued, you’d want to understand what people are willing to give up in exchange for having that pain point solved. You’ll have to weigh the different pain points against whether those would work with your business model — this would depend on factors like how many customers have this pain point (market size), how hard it would be to sell the decision-maker, revenue per customer, your cost structure and funding model, etc.

Figuring out the right pain point becomes an iterative process between your Vision and Strategy as you Validate (i.e. Verify + Value) pain points to identify 1–2 Real pain points.