Just Evil Enough

Chapter 6:

 

Product features

In an attention economy, if you live in your product, you die in obscurity. Yet most marketers obsess over features when they should be focused on making customers care about their product.

Startups delude themselves that if they could just add that one extra feature, they’d finally succeed. Brand managers start to believe their own hype, convinced that if prospects knew their products’ secrets, they too would fall in love with it. This doesn’t mean you should ignore features: product planning is essential, so let’s look at it in the context of the Recon Canvas.

Each of your product’s features may confer several types of advantage, which correspond to the objective, collective, and subjective rows of the Recon ...