The term provoke is from the late 14c., from Old French provoker, provochier (12c., Modern French provoquer) and directly from Latin provocare "call forth, challenge," from pro "forth" (from PIE root *per- (1) "forward") + vocare "to call."
Provoke your value. What unconsidered needs will you explore? What strategies will generate value? What else will get a customer agreement? Manage the value equation with your customer? It is difficult to see on value only when the customer may only care about the price.
Provoke a value, explore the plateaus and cliffs, uncover a need