✅ Why this step helps you aim true

Before building anything, you need to be clear on what “value” means—for your users, your business, and your team.

This step is about setting Value Goals: the outcomes that matter most. These aren’t features or metrics—they’re the reasons your idea should exist in the first place. A strong set of value goals helps you prioritise, evaluate trade-offs, and stay focused as your idea evolves.

Think of them as your innovation compass.

📘 Key takeaways

• Define what “valuable” looks like from multiple perspectives
• Align your team on goals beyond features or profits
• Spot tensions between user needs, commercial drivers, and technical effort
• Set a reference point for later design and evaluation decisions

🛠️ Tools and methods

• 3-Lens Framework: Value to Users, Value to Business, Value to Team

  Explore how each lens frames the purpose of the idea.

• Value Laddering Exercise

  Start with user outcomes → trace upward to deeper motivations.

• Dot Voting

  Prioritise 3–5 “must-deliver” value goals with your core team.

• Canvas Add-On

  If using a Value Proposition Canvas or BMC later, these goals will plug in naturally.

⚠️ Mistakes you can avoid

• Listing features instead of outcomes. "Mobile app" is not a value goal. “Let users track spending effortlessly” is.
• Focusing only on user needs. Great ideas also need internal buy-in and business relevance.