4 documents for category creation
by Parker · 18 things on Twos
- Category blueprint
- A design for how the product or service will work going forward
- Tell customers what they can expect the category king to deliver
- It's a vision of a category that the company wants to bring into existence
- The company that best describes the category has the best odds of owning it
- Product taxonomy
- Sit down and think about the current product through the lens of the blueprint
- See what's missing, misrepresented, or packaged wrongly
- Maybe you need to pull out features that were buried inside the overall product and give those pieces new names
- Maybe you need to split the product into pieces and re-label and re-price them, or put pieces together in a new way
- Use cases
- If the category develops the way you're designing it, how will customers use your product?
- What's the new problem and how will you solve it?
- What is that from/to journey you want to take users through?
- What's the ultimate benefit?
- The more the use cases can be specific and detailed, the easier it will be for marketing and sales to be effective
- Category ecosystem
- No company exists in a vacuum