What frameworks do you have to help my team move away from writing about features and instead write about customer value?

This is by far one of my favorite questions (and most important). As PMMs, we have to go beyond talking about the feature functionality but orient on what the benefit is for the customer. A practice I take is by asking a series of questions that will help you narrow in and articulate the customer value.

An easy framework is to follow:

• What is the feature?

• How does it work?

• How will this benefit the customer?

• What will it solve/what were the challenges before this feature was built?

• How do I now combine its benefit to how it works?

A really simple example of this:

• What is the feature?

  • A corporate development content marketplace can now directly share videos and content to Slack.

• How does it work?

  • Press the "Share to Slack" button under the video.

• How will this benefit the customer?

  • Create internal dialogue and momentum for the specific content shared that otherwise wouldn't happen when individual employees are viewing the content on their own.

• What will it solve?

  • Buyers of this product often sees low engagement with their company, as their employees are competing with long to-do lists. However, when content is shared by colleagues via their main communication tool (Slack), it creates conversation around the content which results in a groundswell support for the content provider - resulting in more engagement, usage, and validation of the product.

• How do I message this?

  • We make it easy to activate engaging conversations around content that encourages continuous learning and usage of [EXAMPLE COMPANY NAME] within your organization through Share to Slack.