The 2 factors that make a product hard-to-market: the number of personas and the number use cases.

Founders love the idea of being a horizontal platform that helps tons of personas and use cases.

The more use cases & personas... the bigger the TAM.

But what they don't realize is that with each additional persona and use case, the number of messages starts to balloon.

Founders fundamentally overestimate customers willingness to connect the dots on their own.

"We can just show them the product and they'll fill in the gaps of how to use it for themselves!"

But they won't.

Your goal is to reduce friction as much as possible, which means spelling out explicitly how your product applies to their specific use case.

Want to know how many unique messages you'll need?

1. Count how many personas you are targeting
2. Count how many use cases you serve
3. Locate the box that matches your solution
4. If you're anywhere in the top right corner, consider narrowing your scope