Building a business case

Liam H. Mulcahy

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Building a business case

You’ll also need to translate your technical breakthroughs into business value drivers that BUYERs care about.

This doesn’t come naturally to most. One tactic is to keep asking, “so what?” about each technical innovation until you can clearly articulate:

  • Why would a business care?
  • How would they benefit?
  • How would they measure its impact?

In the diagram above, we’ve outlined the four most common business value drivers used to measure the impact of a new product. Your product must enable a business to achieve at least one of these. Most enable two or more.

For each business value driver, you’ll need to define a success metric.

Most relevant during:

Most relevant for:

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