Steve JobsAnalytical perspectiveSJ-P03PRODUCT ADVISORY COUNCIL
Communicate user value
Steve JobsAnalytical perspectiveSJ-P03The method
Communicate user value
With limited communication space, choose the core value users should remember and align the brand promise with product behavior.
When to use it
- The product needs a recognizable identity.
Ask yourself
- Should a product introduction explain features or value?
Put it into action
- State one value users should remember and the product behavior that supports it.
- Ask target users to explain the message back; if it conflicts with experience, improve the experience or narrow the claim.
Keep these limits in mind
- A brand promise cannot replace product quality or demand validation; an advertising success story is not independent causal evidence.
- Continuity of values does not make every positioning choice permanent: new customers and evidence still require reassessment.