CONCEPT-DEVELOPMENT5 MIN READ
Separate Must-Haves from Delighters
Classify concept attributes as must-be, performance, attractive, indifferent, or reverse.
The teach Use Kano as a concept-development lens, not as a decorative label. Name the work moment, expose the assumption, and choose the smallest artifact that can produce decision-grade evidence. Common trap The team polishes a solution-shaped phrase before the problem frame has earned it. Visual modules Kano buckets, expectation ladder, and marigold anti-pattern callout.
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