Geoffrey Moore · Crossing the Chasm
The classic. Seven specific slots; fill them and a clear statement falls out.
The specific segment you serve
The core pain point or job to be done
Your product or service name
The market category customers would recognize
The primary value delivered to the customer
What customers use today instead of your product
Your unique capability that alternatives lack
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For [target customer] who [statement of need], [product name] is a [product category] that [key benefit]. Unlike [competitive alternative], our product [key differentiator].