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Packaging your offer should be as, if not more, important than creating your product.This isn’t something that you can whip up after you create your product. You can only do this at the start of the product creation process. Because if you do, you’ll know exactly how much needs to go into your product and what you need to do to convince your ideal

Meera Kothand • Selling The Intangible : Turn Your Knowledge into Income. Generate Predictable Profits. Build a Wildly Successful Digital Product Business.

More often new products fail because they are not new enough. They do not offer any perceptible point of difference – like better quality, better flavor, better value, more convenience or better solutions to problems.

David Ogilvy • Ogilvy on Advertising

Indeed, the entire gestalt of a new product must send an immediate and direct message to the consumer: this product is going to make my life (or a task) simpler, better, and more enjoyable.

Debra Kaye • Red Thread Thinking: Weaving Together Connections for Brilliant Ideas and Profitable Innovation

Make it easy to try your product. Whether you’re B2B or B2C — you need to break down any friction around trying your product. Remove risk, preempt questions, and make the decision easier for people.

Jaryd Hermann • How Notion Grows

First things first, the product has to be great. It’s miserable trying to sell or market a product that isn’t useful.

Caroline Clark • Page Not Found

Your product must have a set of features which provide a guaranteed result for your clients. It must be delivered over a set period of time. It must be recognisable – this is called packaging.

Robin Waite • Take Your Shot: How to Grow Your Business, Attract More Clients, and Make More Money

That's where the challenge of building quality products starts to creep in. The constant tension of shipping faster versus shipping better. Falling into a cycle of "Ship, then iterate" is a trap. It ends up being more shiterate . Things happen and that "fast-follow" V1.1 release or V2.0 you had imagined probably won't. There's always a new shiny

Paul Stamatiou • Craft

make every point on the customer journey as strong as the product itself.

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making

It’s much better to “anchor & twist”—start with something easily understandable, and have one big new thing that is different. Substack is a newsletter platform—with payments. Superhuman is an email client—that’s absurdly fast. Figma is a design tool—in a web browser. (You get the idea.)