1) Utility – Do I use the product or service often, and do I like the way it works every time?
2) Value – Is the price I paid worth the utility of the product/service (frequency and impact in my life)?
3) Delight– Have I been wowed beyond expectations in the product or the company? Is the product/service differentiated?
4) Integrity –Does the company have people, actions or policy that reinforces integrity and commitment?
5) Relevance – Is the product / service ubiquitous enough to be useful to you?
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Ken Dyck 