Lighters are excitement needs. These are unexpected features or characteristics that impress your customers and help your company on the right recognition. These needs are also typically unspoken. Think of an air conditioner that has the stylish looks, which enhance the appearance of the customer's room. Also think about the warranty extended by the company from three years to five years, not just for the compressor, but for all the parts of the air conditioner. Think about adding an additional freebie such as a vacuum cleaner, or a blender that comes with the AC.

Well, these are the three types of requirements that the Kano model urges us to think about. Let's do a quick exercise and help Mr. Hunter solve his IMF bank case study.