02 — Capability · BC-510.10
Product Vision & Positioning
State what each product is for, who it serves and how it is meant to win, so every later decision about it has something to be tested against.
- Product Strategy
- Value Proposition Design
In scope
- Product vision and strategic intent per offering
- Target customer segments and the jobs each product serves
- Differentiation and competitive stance
Out of scope
- Market research fieldwork (see BC-410)
- Brand positioning across the company (see BC-420)
Decomposes into · 4
- BC-510.10.10Product Vision DefinitionWrite the short, durable statement of what a product will become and the customer outcome that justifies it.
- BC-510.10.20Target Segment SelectionChoose which customer segments a product is built for and, just as deliberately, which it is not.
- BC-510.10.30Value Proposition DesignDefine the specific problem solved, the gain delivered and the reason a buyer would choose this offering over the alternatives.
- BC-510.10.40Competitive PositioningPlace each product against the alternatives a customer actually considers and decide where it must lead and where parity is enough.