Have you asked your users to describe your product in one sentence? Did at least half of the responses refer to the same concept? Book Recommendation: Made to Stick: Why Some Ideas Survive and Others Die, by Chip Heath. The results of that one question were eye-opening. We got answers that were all over the map, which meant we didn’t have one magical thing—a truly unique selling proposition—that customers fell in love with. That result meant either everything was remarkable to some users, or very little was remarkable to others. In our case, it was clearly the latter. This explained why our
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