List Everything, Even the "Negatives"

When you are brainstorming your unique attributes, it's important to cast a wide net. Don't filter your ideas at this stage. List every attribute you can think of, even if it seems like it could be a negative to some customers.

An attribute that one person sees as a negative, another might see as a positive. For example:

• A requirement for professional services to install software might be a negative for a company that wants to get up and running quickly, but a positive for a company that wants a high-touch, customized solution.
• A product made from a specific, locally sourced material might be more expensive, but it could also be a major selling point for customers who value sustainability and quality.

The goal at this stage is to generate a comprehensive list of all the things that make your product different from the alternatives. You can worry about which attributes are most important and how to frame them later.

Related Concepts:

• Focus on Features, Not Value (For Now)
• Your Opinion is Irrelevant Without Proof
• Focus on Consideration, Not Retention, Attributes
• Unique Attributes