The definition of a business solution is all about customer outcomes. The key to defining a solution is to use the customer’s vocabulary. That way everyone understands it.
There are five key components to defining a business solution.
- The target customer — who is the solution for?
- The activity — what’s the customer doing?
- The goal — what’s the goal of performing that activity or task and why is it valuable to the customer?
- The obstacles — what makes it difficult to perform the activity or task successfully and why do those obstacles exist?
- Desired outcome – what is the ideal outcome customers want from the solution.
In conversation, someone might ask, “What’s on our roadmap?” Your business solution response might go something like this: “We’re going to help health plans identify members for high risk health issues before the symptoms occur.” It saves the health plans money and keeps members healthier at a lower cost.
Internally you may refer to it as an analytics solution but the verbiage in your marketing materials or on a web page should be in the form of a bold headline such as, Find High Risk Members Before Symptoms Occur.
So much of solution definition and solution marketing is just saying what the customer is already thinking. If you think like them, you must be brilliant, right?
Remember: the products or features that form the business solution are the HOW part of the equation. The definition of the business solution is the WHO, WHAT & WHY components.
Check out our product management training courses and certification to learn how high-functioning product management teams become great at the WHO, WHAT & WHY practices that improve the HOW execution.