Is it a product? Or a bunch of features?
Can you say why it exists without saying how it does what it does?
Can your customers?
For great products, the features are there for a reason. They serve a cause. That cause sparks a story and that story can be told and retold.
For bad products it’s the other way around. The features are the reason the product exists. There is no clear and concise cause and therefore, there is no simple story to tell.
This is usually the point at which a marketing agency is hired to come up with a story. Which they do. And it might be a good story. Or it might not. In which case, it becomes really hard to sell the product.
I’d suggest starting with the cause so the story is built into your product. It simplifies the whole marketing.
