<aside> 💡 Notion tip: Share this one-pager with your whole company to align everyone with your messaging. You can keep it in your company wiki so it's front and center!
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<aside> 1️⃣ What is it?
Be descriptive.
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 2️⃣ What are the customer benefits?
How does it improve customers’ lives?
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 3️⃣ What is its personality?
If your product, company or service was human and you met at a cocktail party, how would you describe them?
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 1️⃣ Product attributes
The "bits and bytes" of what your product offers — the things that deliver benefit to customers.
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 2️⃣ Product benefits
How does your product improve customers’ lives?
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
</aside>
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<aside> 3️⃣ Emotional benefits
If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
</aside>
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<aside> 4️⃣ Something bigger
In the next decade or two, how might your product or service dent the universe? Think big.
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> ▶️ Your concept summary
It must answer the question: Do people understand who I am, my benefits, my personality and the something bigger I will represent?
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
</aside>
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