Customer Discovery · 0:39

What Customers Require Before Buying

Name: What Customers Require Before Buying
Uploaded: 2026-10-30
Duration: PT39.067S
Description: Sean distinguishes the requirements customers expect before considering a purchase from the features that differentiate a product or service.

Sean distinguishes the requirements customers expect before considering a purchase from the features that differentiate a product or service.

Sean Everett · Published 30 October 2026

IN THE CLIP

Transcript

So, um, key purchase criteria is essentially the list of things that the customer requires before they will buy your product or service. So, these two things break down into, essentially, two categories. The first one is table stakes features, and the other one, we could just call it differentiators. So what are table stakes features? Or elements of your product or service. Table stakes is essentially the things that you must do before I will even consider buying your product.