"Do we lead with the problem?? Our features?? Our category??"

→ The answer... it depends 🤷🏻‍♂️

There are six main elements to choose from:

🟨 Market Segment (the "who")

→ this could be a company, team, role, or even specific context

🟥 Problem

→ this is pretty self-explanatory (hopefully 🤞🏻)

🟧 Capability

→ this is the big unlock of your product

→ it's a zero-to-one ability that you can do for the first time

🟩 Feature

→ this is what makes the unlock possible

🟦 Benefit

→ this is the outcome of using the unlock

🟪 Product Category

→ this is the "shelf" does your product live on

All products must contain all six elements somewhere on the homepage — but the main question is...

...what should you LEAD with?

Rather than saying "you'll just know!" (like April Dunford's professor told her about choosing a product category), me and Robert Kaminski 🎯 have tried to map it out systematically.

Use this guide to determine what YOU should lead with on your homepage for your startup.

(You can see little mini examples I've created using Loom ,Butter Payments, The Browser Company, and a few others).