Eric Almquist is a partner at Bain & Company and is the author of The Elements of Value framework. In this episode, Eric shares insights from Bain’s Elements of Value research and provides useful tips on how you can identify what your B2B customers actually want.   Resources mentioned: Maslow’s Hierarchy of Needs (article) The Elements of Value (website), Bain & Company The B2B Elements of Value Pyramid (image) The B2B Elements of Value (Harvard Business Review, 2018), Eric Almquist, Jamie Cleghorn & Lori Sherer The B2C Elements of Value Pyramid (image) The B2C Elements of Value (Harvard Business Review, 2016), by Eric Almquist, John Senior & Nicolas Bloch    Key takeaways (starts at 34:15): The Elements of Value is ‘Maslow’s Hierarchy of Needs’ brought to life. Customer experience is the customer’s experience of the value you create. You can do a self-assessment to get started with implementing the ‘Elements of Value’ framework. You get extra points if you hit on emotional aspects of the pyramid.