The speaker argues that market winners define customer needs better than competitors. Identify the core problem first, design around it, then articulate that need more compellingly than anyone else. The product follows.
I think a lot of it is by really starting with the marketplace and the need that exists and really defining that need well, and then, and why it should be solved is a lot of what sort of helps shape why your design winds up being the one that's chosen because you have a better understanding of the need of the marketplace. And so then you craft a better solution that solves the need of the marketplace. And then you enunciate that need better than others.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
