What’s In It For Me.
WIIFM is the principle by which a buyer or user decides whether the item on offer is worth investing in, with money or time.
If a product has no WIIFM factor it won’t sell. Ignoring WIIFM factors is a great way to drive customers towards your competitors.
From a change management perspective, the presence of WIIFMs is a major driver of change and their absence is an obstacle.