Part 1: Finding Your Thing's Essence

One way to zero in on what makes your idea unique is to think in taglines, summarizing your concept as succinctly as possible. Using fewer words to communicate something that might otherwise feel complex can lead you to develop an argot that others will find repeatable.

How you position — or fail to position — the product shapes all the product features that you build, in addition to shaping people's view of you.