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.