Lesson 4 of 4
In Progress

The Product World

How to better articulate the advantage of a brand/product.

This is more a way of working than a framework. The Product World seeks to map existing behavior and attitudes.

You take a piece of paper and split it into 2 rows of 3 boxes. The top 3 boxes contain Features, Functions, and Benefits. The bottom 3 boxes contain Triggers, Use Case, and Edge Cases. And then, as you do you research over several days or weeks, you keep a note of what’s interesting. 

Amassing words on a big piece of paper like this can help the brain make new connections when you least expect it.

This class also goes into some of the tensions that affect strategists who like working with raw, candid truth.


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