Uncover user problems really worth solving

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Personify

A simple, user-centric blueprint for a product requirements document that starts with an observed user problem or need to set the context for a clear hypothesis, core features of how it works and select value metrics for measuring impact of your feature or experiment.

Product Requirements Document

If you want to understand how to build a meaningful brand today and how it's different from the old marketing days then consider The Brand Commitment Framework is from Marty Neumeier's book The Brand Flip. 

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