To use two well-worn examples, Nike isn’t about sneakers; it’s about performance. Apple isn’t about computers; it’s about creativity. Perhaps the car stands for freedom. But you won’t arrive at that conclusion by starting with your product. You get there by starting with people. What do people need, what do they care about, what are their passions and dreams, their desires and fears? Then, and only then, can you begin to understand how your product fits into the equation.
