Describe one specific person.
Who has the problem you want to solve? Be more precise than “everyone.” Describe their situation, what they are trying to do, and what makes it difficult.
Understand the current alternative.
How do they handle the problem today? Speak to potential customers and listen to their examples. Pay attention to the cost of the problem in effort, time or inconvenience.
Test the smallest useful offer.
Describe what you will deliver, who it is for, and why it is useful. Before investing heavily in a launch, look for evidence that people understand and want the offer. Then refine it from what you learn.
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