Desirability is one of the three lenses in BRI Associates' Desirability–Feasibility–Viability (DFV) evaluation. It asks whether a solution addresses a valuable unmet need and offers unique value versus the competing alternatives — in short, whether customers actually want it enough to switch. A strategy can be perfectly buildable and financially attractive on paper yet still fail the Desirability test because the need it serves is weak or already well met.
Desirability maps to the Target Markets & Unmet Need and Competitive Differentiation dimensions of the BRI Strategy Framework, and is assessed alongside Feasibility and Viability at each stage gate. It is grounded in the jobs to be done and unmet needs that define the demand side of a strategy hypothesis. For the full treatment, see the Innovation Methodology pillar at /supporting/methodology. Related Terminology Index entries: DFV; Feasibility; Viability; Unmet Needs; Jobs to Be Done (JTBD); Competing Alternatives.
