Describe Activities and Jobs that your product or service does for your target Niche.
Describe activity in terms of the Old Way of doing the same job and Old Results, which are avoidable due to the New Way of doing things with New Results which are better, faster, and cheaper for your target audience.
How to find the activity? “What does my prospect need to believe to be true such that by believing, they are guaranteed to buy my solution?”
Using these mechanisms, state the Useful and Unique Insights.
Draw a horizontal line on a piece of paper, and on the left, write “where the customer is,” and on the right, write, “your headline.” Then mark each new activity the customer would need to do in the order they need to do it if they were to get to the right side WITHOUT using your product?
What new things would they need to build? What new things would they need to learn? What new people would they need to hire to get to the end state?
These are the new activities. Your product is just a technological expression of the activities. If the prospects don’t buy into the activities, they won’t buy into the vehicle to do those activities in a cheaper, faster, better way. Insight = cause-effect relationship between an activity and a result relative to a person.
A unique insight = cause-effect relationship between an activity and a result relative to a person that only you (or a handful of people) know of.
A unique, useful insight = cause-effect relationship between an activity and a benefit relative to a person that only you (or a handful of people) know of.
Marketing is just spouting Unique Useful Insights
Product development is just coming up with ways to do activities that lead to benefits using vehicles that are faster, better, cheaper than alternatives relative to the niche or person.
What is a unique, useful insight?
A useful, unique insight is the cause-effect relationship between a new activity and its benefit. They can also be thought of as “secrets” or “useful secrets.” Marketing is just explaining these useful unique insights. Once the prospect understands the UUIs, they will have demand for the new activities. You will position your product or solution as a better, faster, easier way to do those new activities relative to alternatives using your features. This is what creates sales.
Find out the activity that your product or service does which results in results which are better, faster and cheaper alternatives to your target audience. How to find activity? “What does my prospect need to believe to be true such that by believing, they are guaranteed to buy my solution?” For Example: Profile your ideal customer using advanced NLP-powered Market Research and Resonance
Step 2: Old Way
State the old and traditional way of doing the Activity for your target Niche if they do not use your product or services. For Example: The Old Way is to: Build Software without understanding customer needs Build Business Niche agnostic websites with offers for multiple customers simultaneously Premature hiring and raising money
Step 3: Old Result
State the old and traditional results of doing the Activity for your target Niche if they do not use your product or services. For Example: The Old Results are that: You waste “months of work” to learn what your customer wants You face long iteration cycle for problem-solution fit, resulting in poor utility value, poor ROI on capital and poor market resonance You run out of money before getting traction. You take a long path before realizing the failure
Step 4: New Way
State the new, better, faster and cheaper way of doing the Activity for your target Niche if they start using your product or services. For Example: The New Way is to: Build an MVP to validate critical assumptions and model the Actual Customer Behavior Build Niche-Specific conversion focused sales funnels using AI tools and techniques Combine customer behavior and unique and useful insights to create a profitable unit business case
Step 5: New Result
State the New, better, faster and cheaper results for your target Niche as a direct outcome of using your product and services. For Example: The New Results are that You generate sales before you build. Test hypothesis, then pivot or persevere. You find offers that immediately resonate. Track and measure content ROI based on trust and thought authority You build predictable business growth with scientific research while being extremely capital efficient
Step 6: Describe the Cause-Effect relation between new activity and new result (benefit) relative to your Niche which is Unique and Useful
Unique and Useful Insights (UUIs):
State real Unique and Useful Insights to your Niche such that the New way of doing the activity cost much less than the benefit using your product and services. For Example: How to use AI to model customer behavior and map content to different stages of customer journey to build hilariously profitable business.
Describe the Unique and useful Insights in detail. For Example: Using AI to model customer behavior and map contents to the sales funnel stages leads to a 60% increase in resonance and 5x more profitable business unit case Only 26% of B2B companies craft content based on specific stages of the customer journey. Out of this, 72% of the content is mapped to top-of-the-funnel and mid-funnel contents. Only 14% of the content is used during sales.
UUI Example Image:
Provide an authoritative data source or link to back your Unique and Useful Insights.
Find questions related to Unique and Useful Insights with respect to your target Niche’s unique situation. For Example What about [my situation]? Does this work for [insert]? How should I do [insert]?
Find answers related to Unique and Useful Insights with respect to your target Niche’s unique situation. For Example Q: What about [my situation]? A: Q: Does this work for [insert]? A: Q: How should I do [insert]? A: