“Coming up with new concepts requires anticipating what else people might consider valuable.”

“We have identified 30 “elements of value”—fundamental attributes in their most essential and discrete forms. These elements fall into four categories: functional, emotional, life changing, and social impact.”

“For example, when someone says her bank is “convenient,” its value derives from some combination of the functional elements saves time, avoids hassle, simplifies,and reduces effort”

Pyramid of value.