Edited excerpt from The Simple Rules That Could Transform How You Launch Your Product by Brenden Mulligan:
Boil your product name down to two words max
Picture only being able to say a few words to potential users to convey what your product does. What would you say?
Summarize your product in ten words or less
If you can’t describe what your app does in ten words or less, something is off. Maybe you’re trying to launch too much at once. To troubleshoot and help economize your language, try asking yourself the following questions:
— What is the hallmark superpower of this product?
— What is the primary problem this product fixes?
— Who cares about the challenge that this product solves?
(1) That this is written about mobile apps. Is there any reason it shouldn’t apply to other products?
(2) Cf. Why messaging and positioning are fundamental to every startup’s success and The importance of product positioning, and how to get it right.
(3) “What is the primary problem this product fixes? Who cares about the challenge that this product solves?” — see Build your product to explicitly address a “Job To Be Done” and How to identify your customers’ “Job To Be Done”.