The Attribute Cross is a sophisticated tool to balance the concepts of consumer pull and technology push using features (or attributes) as the common link:
– Features deliver a benefit to a consumer when they satisfy a need.
– Technologies and knowledge (capabilities) allow features to be built into products and services.
This deceivingly simple connection can be used very widely, for example, to determine technology scouting strategies based on a brand footprint or identify potential brand partners for a new technology.
It has been recently used in a project due diligence process for an international food and consumer packaged goods company.