Product Hierarchy

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

Foundational Statement

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.

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Messaging

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

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Landscaping

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.

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