Globalization and the Internet have profoundly altered customer expectations. Today, customers expect prices to go down while received increases. As a result, what customers want to buy and why they want to buy as changed. This new Purchase Logic is driving the transformation of product businesses into information-based digital services.

Three questions must be answered in deciding whether or not a new product or service idea is worthy of pursuit. The answers reveal whether or not there is a "basis for interest" to go ahead with development and testing.