Edited excerpt from Two Quick Exercises for Creating a Winning Product Strategy by Jerry Cao:
Before you begin to define the features and details of your product, imagine what users would say about the final version:
Write a tweet from the perspective of future user. You’re trying to capture the core essence of the product. What will users like or dislike about the product? How enthusiastic are they, and what can you modify to increase their enthusiasm? This activity forces you to focus on the single differentiator that defines every memorable product.
Write a fake press release. Conceive the ideal product in your head and write an announcement to prospective users about it, listing out the problems it solves, a summary of how it works, a catchy title, instructions on the first steps, and even a call-to-action. You can even write pretend testimonials about what you want customers to say.
(1) Amazon product managers start new initiatives by writing a press release, according to Ian McAllister. See his detailed description of how to do it.
(2) In Ian’s press release outline, he includes Problem, Solution and How To Get Started. Compare this to Josh Elman’s categories in A framework for growth hacking using Job To Be Done.