PND Before R&D

This chapter focuses on the importance of understanding and verifying the Pain/Need/Desire(s) (PNDs) of the target Customers in order to verify the Customers’ buy-in. This requires to know who the target Customers are as well as the Pain/Need/Desire(s) of each them, as outlined by ISO 56007. It emphasizes the need for project initiators to clearly express the PNDs through a Customer PND Focus Statement. The chapter also highlights the significance of focusing on a limited number of PNDs and the potential risks of trying to satisfy too many PNDs at once. By providing more detailed insight of the concept of Pain/Need/Desire(s) than what is expressed in ISO 56007, the content of this chapter can be used to practically implement ISO 56007.