# PMs Use the Kano Model 5... ![rw-book-cover](https://pbs.twimg.com/profile_images/1797200367500787712/zo1WQz0D.jpg) ## Metadata - Author: [[@PawelHuryn on Twitter]] - Full Title: PMs Use the Kano Model 5... - Category: #tweets - URL: https://twitter.com/PawelHuryn/status/1813429808874836361 ## Highlights - PMs use the Kano Model 5x more often than alternatives. Unfortunately, the model focuses on the features. So, how do we fix that? (1/8) ![](https://pbs.twimg.com/media/GSqYYACWUAAqwhB.jpg) ([View Tweet](https://twitter.com/PawelHuryn/status/1813429808874836361)) - (2/8) First, focusing on the features is dangerous. If the features we build do not solve customer problems, nobody will use them, whatever they declare: https://t.co/cQARB5uI1B Let's fix that in 4 steps: ([View Tweet](https://twitter.com/PawelHuryn/status/1813429811873804478)) - (3/8) 1. Replace "features" with "customer needs" I saw this for the first time in The Lean Product Playbook by [danolsen](https://twitter.com/danolsen). I love the quote: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” - Theodore Levitt ([View Tweet](https://twitter.com/PawelHuryn/status/1813429819134156850)) - (4/8) 2. Emphasize the emotional response "Satisfaction" in the Kano Model differs from "satisfaction" in Opportunity Scores. I replaced it with "emotional response." This is well aligned with the original Kano's paper, where he described "subjective and objective qualities." ([View Tweet](https://twitter.com/PawelHuryn/status/1813429821684236484)) - (5/8) 3. Categorize the needs customers care about: • Must-haves • Performance • Delighters ![](https://pbs.twimg.com/media/GSqYoQBWQAEsvcx.png) ([View Tweet](https://twitter.com/PawelHuryn/status/1813429825102549474)) - (6/8) 4. Do something unexpected It's tough to delight your customers by addressing their basic needs. They already expect the best possible experience. Instead, provide a delightful, unexpected experience people can remember and share!😊 ([View Tweet](https://twitter.com/PawelHuryn/status/1813429828139282908)) - (7/8) Enjoy this? You might like a free breakdown of the Kano Model + premium advice for PMs: https://t.co/kPvpBOQ5UG ([View Tweet](https://twitter.com/PawelHuryn/status/1813429830802674038)) - (8/8) BONUS See my recent thread for PMs: https://t.co/iiBvJV3YRf ([View Tweet](https://twitter.com/PawelHuryn/status/1813430105282113939)) - P.S. Still here? 1. Follow me [PawelHuryn](https://twitter.com/PawelHuryn) for more of these 2. Share this thread with others 🙏 https://t.co/NBPTCQe6pV ([View Tweet](https://twitter.com/PawelHuryn/status/1813430501979431348))