1. Types
   1. Novelty
   2. Performance
   3. Customization
   4. Getting the job done
   5. Design
   6. Brand
   7. Price
   8. Cost Reduction
   9. Risk Reduction
   10. Accesibility
   11. Convenience/Usability
2. Product type
   1. A bundle of products and services that create value for a specific customer segment
   2. Solve problems OR satisfy needs
   3. an aggregation or bundle of benefits
   4. a new disruptive offer
   5. added value of existing products
   6. End customer vs Integrator