Leverage your customer’s shopping experience by having them design the box of your offering. Specifically, the offering they want to buy. Afterward, they are challenged to sell this product to you.


Stakeholder, user, customer familiarity with their problem or desired outcome.


An actual box that features the various marketing, positioning, wording, and simple imagery associated to features and benefits they find most relevant.


Notice and categorize the different Features, benefits, and labels or slogans used. 

Notice and categorize the relationships of these elements to the offering. Are they:

  • outstanding comments that create accolades
  • commenting on widespread adoption(normative value)
  • referring to the user community – conferences, newsgroups, etc
  • commenting on UX
  • related to support
  • technology based
  • price based – rebates, specials/promotions, tiered (basic vs deluxe)
  • value based

Consider how different your product relates to these categories.


The 1 – 3 scale indicates whether the attribute is less or more. A 3 in open-endedness would imply the output of the exercise is more open ended. A 1 in Time Frame of Action implies the output can be acted on in a short time frame. 

  • Open-Endedness: 3
  • Time Frame of Action: 3
  • Scalability: 3
  • Customer Preparation: 1
  • Market Preparation: 1
  • Physical Preparation: 1

References –

“Innovation Games” by Luke Hohmann