Many of the misunderstandings and challenges with exploring customer value were discussed at the seminar Tuesday. We were privileged to have Per Linstedt, Value Model, sharing his insights and extensive experience from supporting many MNCs within this important but many times tricky area. Starting from the basic definition of customer value a number of cases were discussed. One critical issue is that many categorize the acquired customer information incorrectly, for instance mistaking a mentioned possible solution for being an expressed need. Such mistakes many times lead to that services developed fail on the market. The model presented will be used by the students in this phase of the course and assignment work when developing business concepts capitalizing on the identified business roles.