November 17, 2003

Revising Concepts: The Laddering Tool

Laddering is a process of questioning which connects the attributes or characteristics of a product to the benefits that the product gives the consumer to the values those benefits serve in the customer's life.

| _____________ | _______________ |
What a product is » What a product means

1. An attribute is a property of a product.
2. A benefit is how a product relates to a person.
3. A value is a need internal to a person.

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