Difference

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?