What is your approach on developing messaging for new product/features?

My approach to developing messaging for a new product or feature is to set time with the product owner to fully understand what's being developed, why, and for whom. Ask as many questions as you can, even the ones that seem simple or obvious.

Ask about functionality. If it does X, ask why and then say so what? I've worked with many great product owners in my career, and this type of questioning was welcomed because it helped them see the big picture (and sometimes opened the possibility of future scope capabilities).

Some key questions I ask are:

• Who is the target of this feature (persona, usecase, vertical, product, etc).

• What are the challenges that the audience is currently experiencing that are causing them to look for this feature?

• What's the impact of this not getting solved for them?

• What's the old way of solving this?

• What's our solution?

  • How does it work?

  • What value does it bring to the audience?

  • So what

• How is this different than what's currently available?