How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

Most early to growth-stage tech companies have 1-2 products. For those companies, product marketing and brand have a significant overlap. Their product identity makes up most of their brand identity.

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this t