Software products and services need a business goal. We also need to know who the product is for, the problems it solves for them and why it’s better than the alternative. This is the sort of value proposition statement we need to articulate so that we can make good decisions during the long and complex process of making software:
FOR
<target customer>
WHO<statement of need>
THE PRODUCT IS A<product category>
THAT<key benefit, compelling reason to buy>
UNLIKE<key competition>
THE PRODUCT<compelling statement of differentiation>