Whenever I hear a product pitch, the thing I most want to know (and that most often gets left out) is: who is this product for?
This seems like a simple question, but there are many ways the answer can be of insufficient depth. Thread 👇
This seems like a simple question, but there are many ways the answer can be of insufficient depth. Thread 👇
1) Audience of "you"
A common pitch pattern involves walking "you"—the viewer—through a product demo ("you land on the website. You click Login... You go to the dashboard...")
This is great for seeing how the product works, but doesn't tell you at all who the audience is!
A common pitch pattern involves walking "you"—the viewer—through a product demo ("you land on the website. You click Login... You go to the dashboard...")
This is great for seeing how the product works, but doesn't tell you at all who the audience is!
"You" are not audience, and the actions "you" take in this demo are what the product creator wants a user to take, not a guarantee of how they will actually use it!
Always ask: "So who are you imagining using your product this way? Why would they?"
Always ask: "So who are you imagining using your product this way? Why would they?"
2) Ambiguous "people."
Sometimes, a narrative can seem at first glance very people-oriented when there's phrases tossed around like "everyone wishes they could..." or "People really really want Y."
But who are these "people?" Bird-dog until you get to clarity.
Sometimes, a narrative can seem at first glance very people-oriented when there's phrases tossed around like "everyone wishes they could..." or "People really really want Y."
But who are these "people?" Bird-dog until you get to clarity.
3) A persona but not a problem.
Perhaps you hear that the target audience is "Betty," a high-school student who wears cardigans and avoids confrontation. Everyone smiles and nods because personas are great, and we go checkity-check on the "define audience" box.
Not so fast!
Perhaps you hear that the target audience is "Betty," a high-school student who wears cardigans and avoids confrontation. Everyone smiles and nods because personas are great, and we go checkity-check on the "define audience" box.
Not so fast!
Just because we can imagine the protagonist doesn't mean we understand how this product should fit into her life. What problem does she have that this product is a solution for? When, specifically, is she going to turn to this product? What's going through her mind?
4) A person, a problem, but not a realistic picture of today.
Say your target user is Jack, who loves competitive video games, and your product is an exciting new multi-player arena battle game. Should be perfect PMF, right?
Say your target user is Jack, who loves competitive video games, and your product is an exciting new multi-player arena battle game. Should be perfect PMF, right?
Well, what's Jack already playing? Fortnite? Lol? And who is he playin with? Assuming this existing reality, how do you imagine your product slotting into Jack's video game habits?
At the end of the day, "If you build it, they will come," is a lie.
Make it crystal clear what kind of person you believe will love your product. Who they are? What do they want? What are they currently doing?
Make it crystal clear what kind of person you believe will love your product. Who they are? What do they want? What are they currently doing?
Then, envision how your product would fit into their lives. When would they use it? What mindset would they be in? Why would they reach for your product rather than the status quo?
This story, told well, is what sells concepts--not mocks or prototypes.
This story, told well, is what sells concepts--not mocks or prototypes.
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