Why business value and not customer value?

Balancing business value with customer value is crucial for the long-term sustainability of a product. Without business value, even much-loved products can fail. A good example is Dark Sky, a popular weather app that was eventually shut down after being bought by Apple. Despite its customer popularity, it didn’t generate enough ongoing value for Apple.^[1]

In an opportunity solution tree, the focus starts with business value because without it, a product cannot last. Business value ensures the company can keep serving customers. The opportunity space, on the other hand, helps align business value with customer needs. This balance ensures that products remain both desirable to users and sustainable for the business over time.