This is a ‘spec for a spec’ pulling together some threads from This is Marketing (‘The Simple Marketing Promise’, ‘Marketing in five steps’ and ‘Simple Marketing Worksheet’) and this page.
1. Audience: Who do I seek to serve?
What is the world view of the audience you’re seeking to reach?
My product is for people who believe…
I will focus on people who want…
What are they afraid of?
2. Purpose: What change do I seek to make?
What change are you seeking to make?
What story will you tell? Is it true?
I promise that engaging with what I make will help you…
How will it change their status?
3. Mechanism and Ecosystem: How will it work?
How will people hear about it?
What happens when people use it?
How will they tell others?
Where’s the network effect?
Where does the money come from? Where does it go?
What asset are you building?
4. Impact: How will we know if it’s working?
Are you proud of it?
What change do you hope to see?
Where do we go next?