1. Pick your favorite product or service--for instance, a bakery that you visit, a car that you drive, your computer or phone, or a local band that you love. Analyze the features of the product/service and the benefits associated with each feature. 2. Make a list (min of 3-4) of the current features and associated benefits of the product/service. Try pairing them up using the SO statement. 3. Now develop a minimum of three (3) more product features that would offer you, as a customer, meaningful benefits. What are those associated benefits of those new features? Think big! 4. Why aren't these features currently part of the product/service? Would a product/service with these new features offer a business opportunity for you or someone else? Explain your answer.