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Arielle Jackson

Marketer in Residence

First Round Capital

🎯 Product Strategy (4)

Methodologies(4)

🎯 Product Strategy

A rigorous filter to evaluate brainstormed names against objective constraints rather than subjective preference.

Core Principles

  • 1.Avoid 'naming trends' (e.g., dropping vowels) to ensure timelessness.
  • 2.Assess distinctiveness to avoid sounding like competitors.
  • 3.Verify trademark and domain availability early (red/yellow/green rating).
  • +1 more...

"A good name is just going to help you, but I don't think a bad name is going to kill a good company."

#seven-criteria#naming#protocol
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🎯 Product Strategy

A role-play exercise to ensure positioning statements sound like human conversation rather than corporate jargon.

Core Principles

  • 1.Positioning must be colloquial enough to say to a friend at a bar.
  • 2.Avoid words people don't speak aloud (e.g., 'leverages', 'empowers').
  • 3.Structure: What is it + Benefit + Differentiator.
  • +1 more...

"If you can't explain what you do to me in a sentence... you have a positioning problem."

#test'#positioning#strategy
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The Brand Tension Star

by Arielle Jackson

🎯 Product Strategy

A framework to define brand personality by selecting two dominant traits from Aaker's 5 Dimensions and creating tension-based attributes.

Core Principles

  • 1.Brands need tension to be interesting; pure positivity is boring.
  • 2.Select two dominant spikes (e.g., Sincerity + Competence).
  • 3.Define attributes using the formula: 'We are X, but not Y' (where Y is the negative extreme of X).
  • +1 more...

"Google is playful, but not silly. Mountain Dew is daring, but not stupid."

#brand#tension#strategy
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🎯 Product Strategy

A method to find a company's 'North Star' by finding the intersection between external cultural forces and internal product truths.

Core Principles

  • 1.Purpose is why you exist beyond financial gain.
  • 2.Identify 'Cultural Tensions' (Zeitgeist/what's happening in the world).
  • 3.Identify 'Brand's Best Self' (What the product actually delivers).
  • +1 more...

"The world would be a better place if [result]... We exist to [action]."

#purpose#discovery#process
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