Capture the essence of your product in one sentence, one paragraph, and one page.


  1. Grab a pen and paper or open a blank Word document.

  2. With fresh eyes, write out the answer to the following in one sentence:

    • This is a ____ that does ________. This helps people _____________.
  3. Write out the answer again, this time for one paragraph.

  4. Write out the answer for the third time, but this time for one page.

  5. Go through your draft several times and improve it.
    Don’t worry about how long it takes. These answers are the definition of your product for your market, so it’s more important you get it right.


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