Define who the product is for, what it replaces and why it is different.
When to use itBefore a launch, a rebrand, or when sales and marketing describe the product differently.
Competitive alternatives
What customers would do if your product didn't exist.
Unique attributes
Capabilities you have that the alternatives lack.
Value
The benefit those attributes give to customers.
Best-fit customers
The customers who care most about that value.
Market category
The frame of reference that makes the value obvious.