Principles (Truth about...)
You
- What you believe in?
- Goals
- Big dreams
- Assets and liabilities
- Strengths and weaknesses
Market
- State of industry you wish to enter or change?
- Eg. iPhone developed around truth that mobiles were purely functional
People serving
- What are their beliefs and how do they influence current and future behaviour?
- What problems might they want solved?
- What might they need?
- What are their unexpressed desires?
Purpose
- Why do we exist?
- Why this product?
- Why now?
- What's the bigger impact you want to create?
People
- Who is it for?
- What do they care about?
- What their current reality?
Personal
- How can we change how people feel?
- How can we help them live better lives?
- What difference does the product make to them?
Perception
- What do they believe?
- What would like them to believe about us and themselves with our product?
Product
- What people really want or need?
- How do we create value for our customers?