Defining Your Offering

Understanding your product’s key features and benefits is the first step in defining your product’s unique value proposition. You must understand exactly how your product connects with your customers: the context of their use, the solutions it solves, and the benefits they derive.

Here are some key questions to bring clarity to your offering:

  • What needs or tensions do your target customers need solved?
  • Which features in your offering best address these needs?
  • How will customers use it?
  • What are important attributes or benefits of your offering?
  • How is your offering differentiated in the marketplace?

To help determine the product’s unique value proposition, put yourself in your target customer’s perspective when you think about presenting your company’s offering. Consider:

  • What do you want your customers to think?
  • What do you want them to feel?
  • What do you want them to believe?
  • What do you want them to remember?

The better insights you have about your customers, the more effective you can be at defining your offering. This means you need to get to know your customers, to obsess about your customers.

Talk to them, listen to them, and get to know them. Defining your offering will also help you create more effective marketing messages.

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