Users and Goals: What are the primary types of users? What are their goals? How does the product help users accomplish these goals? Strengths: For which metrics does the product excel? Does it have a lot of users? Does it have high engagement per user? Challenges / Focuses: What is the main challenge the product faces? Is it struggling to get users to sign up? Is it struggling to convert free users to paid users? Why, Why, Why: Why does the product excel (or struggle) in a particular way? Priorities and Values: What does the product or company care about? Apple, for instance, is obsessed with
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