Focus on Features, Not Value (For Now)

When you are isolating your unique attributes, it's crucial to focus on the "what" and not the "why." In this step of the positioning process, your goal is to create a list of your product's features and capabilities, not the value that those features provide to customers.

• Features are what your product has or does. They are specific, concrete, and objective. Examples: "a 15-megapixel camera," "integrates with QuickBooks," "one-click installation."
• Value is the benefit that a customer gets from a feature. It's the answer to the question, "So what?" We will get to value in the next step.

It's easy to confuse features and value, but it's important to keep them separate at this stage. By focusing on features first, you can create a clear and objective list of what makes your product different from the alternatives. This will provide a solid foundation for the next step, which is to map those features to the value they provide.

Related Concepts:

• List Everything, Even the "Negatives"
• Your Opinion is Irrelevant Without Proof
• Focus on Consideration, Not Retention, Attributes
• Unique Attributes
• Value (and proof)