Product messaging is like shooting an arrow

🏹 Straight Arrow → Clear Message

🔀 Crooked Arrow → Unclear Message

Here is how to get to a clear message…

🟡🔴🟣🟠🟢🔵 → By aligning the positioning elements

🟡 Target Customer

Who is the product for?

(The more specific the better)

🔴 Problem

What problem does it solve?

(Be sure to mention the current situation)

🟣 Product Category

What is the product?

(Use a category that makes it super clear)

🟠 Capabilities

What does your product enable a user to do?

(Stay close to the product and avoid the abstract)

🟢 Features

What makes the capabilities possible?

(Stick with plain language and avoid branding your features)

🔵 Benefits

What is the outcome of these new capabilities?

(Be realistic and don’t overpromise)

____

I felt that

Figma’s Figjam hero message was a bit crooked.

💢 Not mentioning the problem they solve

💢 Missing product category

💢 Broad capability (“turn possibilities into plans”)

So I aligned their messaging elements, and re-wrote their hero.

🎯 Which message is more likely to hit the target?