What is a Product?

In marketing, a product is an object, or system, or service made available for consumer use as of the consumer demand; it is anything that can be offered to a market to satisfy the desire or need of a customer.

If you're a software developer, your product is most likely software. If you're a writer, your products are books, articles, blog posts, etc.

As a photographer, you will most likely sell photos.

How to use a Product in positioning

In positioning, we want to make our product appear awesome. As a consequence, we need to put it into a context where it has the chance to do so.

The easiest way is to break it down into its features, qualities, and the jobs that it helps to get done.

This is how to do it:

  1. Drag and drop a "Product" box onto a diagram on a board in your project, using the palette of available symbols near the edge of the diagram.
  2. Click on the title of the Product box and name the product by typing in the real name of your product.

In this diagram, you see an (orange) product called "2Q2M" that has two (brown) features called "Positioning diagram" and "Editor for copy".

Product (orange) with features (brown)
Product (orange) with features (brown)

How to connect a Product to Features etc.

Connect the Product to one or more boxes to the right, usually one or more features, qualities, or jobs to be done.

Pick the outgoing connector (the black bubble on the right edge) of the Product box. Click and drag a line towards the incoming connector of each of the other boxes (the black bubble on the left edge of the feature, quality, or job-to-be-done).

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