You have probably heard of Kaizen, Kanban and Ishikawa, but have you heard of the Kano Model?

The creator of the Kano Model is Noriaki Kano, who introduced it to the world in 1984.

The 5 categories of the Kano Model

1. Basic (mandatory or obligatory)

2. Performance (One-Dimensional)

Essential features satisfy without impressing, meeting expectations, no need for discussion.

Add-ons improve satisfaction, not deal-breakers but enhance enjoyment and offer a competitive edge.

4. Indifferent

Neutral features: neither add nor subtract satisfaction, hard for customers to notice their impact.

3. Excitement (Attractive)

Enhancing features for attractiveness, no dissatisfaction if unachieved, subtle competitive edge.

5. Reverse

Key to exclude dissatisfying features, vital for product/service adoption and competitive advantage. Absence doesn't satisfy.