Better Product Glossary

The north star that guides all your positioning and messaging efforts. It needs to answer the question of what you do, who you do it for, and why it matters.

The process of looking at what else is happening in the market in which your product lives or will live. This might include your product’s competitive landscape, the landscape of alternatives that the user works with, or the landscape of products that can serve as inspiration.

The external messages used to communicate the key benefits of your digital product in sales, marketing, or other channels.

A way to group and sell your product’s features in a logical, easy-to-understand framework based on the maximum value added to the buyer.

A visual storybook of your business. Use it to tell a compelling story and provide your audience with a quick overview of your business vision, plan, and future.

A model of all your digital product’s features and modules in a logical structure based on the benefits provided to your users.

The blend of marketing, sales, communications, and technical digital product knowledge. Product marketers are responsible for goals like product brand strategy, product hierarchy, product packaging, and positioning.

A comprehensive refresh of a company’s product marketing functions, including product positioning and messaging, product hierarchy, packaging, and more.

The process of establishing the necessary foundation to create a consistent, repeatable, and differentiated way to talk about your digital product and the value it provides to your target buyers.

An illustrated representation of the solution a company offers to the market. Solution visuals represent either a digital product, or a combination of product and services. They can include the benefits, modules, and features of a digital product.

The written personality of your business. Voice is the way your company speaks, writes, and represents itself in all marketing efforts.