If you want to make your product easier to explain, add this word to your vocabulary: Capability

Unless you have a background in PMM, messaging and positioning can be very difficult as a founder.

The way you talk about your product changes depending on if you're talking to...

1. investors
2. customers
3. different personas
4. different seniority levels
5. partnerships

Most product marketing advice focuses on "features" and "benefits" (but these definitions start to overlap).

"Is this feature ACTUALLY a benefit?"

For a discipline centered around messaging clarity, product marketers have some of the most wishy-washy, opinion-reliant definitions of any part of tech. 

Without a common set of terms that have mutually-exclusive meanings... any advice is borderline useless:

• How do you know if you're talking too much about features if no one can agree on what constitutes a "feature"?
• How can you make sure your benefits are compelling if you can't even define a "benefit"?

Enter “Capabilities.”

Definition:

• new abilities unlocked by your product that you can now do that you couldn't do before

Capabilities bridge the gap between features and benefits and make all three words mutually exclusive.

Other definitions

Features* = technical aspects of your product

Benefits* = metrics (tangible or emotional) driven by using your product