• Customer needs and “hot buttons” • Customer Choices • Customer buying behavior • Customer satisfaction expectations     • Core business model and success drivers • Solution features and benefits • Service capabilities and competencies • Differentiators and unique advantages         • Meets the customer need • Achieves business goal • Differentiates your solution vs. alternatives • Can be implemented with available or obtainable resources     • Cost/benefit analysis • Customer and associate input • Uniqueness and creativity • Longevity potential - does it have “legs?”