Product Stack

You can think of a product as a "stack" of elements:

Category

• what "shelf" does your product live on at the supermarket?*

Features

• the nuts and bolts of your product
• the "what"

Capabilities

• the new things you can now do that you couldn't before
• the "how"

Benefits

• increasing the good or decreasing/removing the bad
• the "why"

Market Segment

Persona & Company Firmographics

• the ideal user in the ideal company for your product

Context

• their world today without your solution
• how they're trying to make progress

Problem

• the issues caused by doing it that way

Value

• what they would pay to get access to the product and solve their problem & make progress