Why products need context, not feature descriptions

The quality of your product is irrelevant if it's not set in the right frame of reference, or context. Make sure your product is in an environment where it can be appreciated and it will sell. If the environment is wrong, the product won't sell.

No product exists in isolation. Every offering is presented to potential customers within a context or a frame of reference, whether we set one deliberately or not.

That context helps them understand what it is, who it is for and why they should care. A great product, presented within a context that highlights it’s strengths is unstoppable.

Even the best products fail without product positioning

However even a world-class product can be completely undone by a context that does the opposite.

Here’s a simple non-startup example that illustrates what I mean.

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