| "CAP" Argumentation | |||
| Product's characteristics | |||
| Advantages | |||
| Needs | |||
| Proofs | |||
| CAP Sheet | Product name | ||
| Motivations | (Technical, technological, economic, ecological, commercial...) Characteristics | Advantages | Needs / Proofs |
| Sympathy |
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| Pride |
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| Novelty |
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| Commodité (Facilities) |
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| Money |
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| Security / Safety |
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CAP = Caractéristiques, Avantages, Preuves