Page 5 - So-What-Who-Cares-Why-You
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TER 1
CHAP-
Table of
Contents
CHAPTER 1 Foreword by John Hanak ...................................... V
CHAPTER 2 Acknowledgements ........................................... VII
CHAPTER 3 Introduction ........................................................ X
How to Use This Toolkit ...................................... XI
CHAPTER 4 Before You Begin ................................................. XII
So what?
What’s Your Idea? ........................................... 1-1
- The Big Picture of Your Idea ............................. 1-4
- Tell Me More ................................................... 1-8
- Create Visual Language .................................. 1-12
What’s the Problem? ....................................... 2-1
- The Horizon for Your Idea ................................ 2-4
- What’s the Commercial Problem? ................... 2-6
- Problem Statements ....................................... 2-10
Where Does Your Idea Fit? ............................ 3-1
- What is a Category? ........................................ 3-4
- The Value of a Category Map .......................... 3-5
- Draw a Category Map ..................................... 3-8
Who cares?
Who’s Your Customer? ................................... 4-1
- Exploring Customers ....................................... 4-4
- Who is a Customer? ....................................... 4-5
- Think Broad .................................................... 4-6
- Think Deep .................................................... 4-10
III
