In this lesson, we delve into the fundamental concept of your product and its importance in addressing the needs of your target audience. We explore the definition of the basic product concept, emphasize the significance of a well-defined product concept, and introduce the “A to B” technique to help you guide your customers towards a satisfying solution. Additionally, we provide a step-by-step guide to help you develop clear and compelling product content.

What is the basic product concept?

The basic concept of the product is the main idea you have on how to satisfy the needs you are focusing on. A concept is a principle or idea, the construct conceived in your mind, your vision of how a specific need can be satisfied.

A product concept is a detailed description or idea for a new product or a product improvement. A well-defined product concept outlines the key aspects of a product, such as its purpose, features, target audience, unique selling points, and value proposition.

Before you design, create, release, and sell your products, you need to form a basic concept of it that you can explain to anyone in under one minute.

Imagine that the human being whose needs you want to satisfy is standing on the timeline at the beginning of it, at point A.

Point A is the point where the person has a problem, suffers the consequences of it, feels pain, or experiences a lack of something important or desirable. Let’s illustrate this person with a sad face ☹. You take this person by the hand and lead them through the process, helping them achieve the desired result. Your timeline represents the change that needs to happen in this person’s life, which is distributed throughout the timeline towards point B.

Point B is the satisfaction point or the result point, which we will illustrate with a happy face 😊.

The path from point A to point B is your product concept. It is a solution, and it is what will change their life.

Understanding Product in the Light of the A to B Technique

The word “Product” has an interesting etymology. It comes from the Latin words prō- +‎ dūcō (“lead; draw”), which means:

• I lead or bring forth, forward, or out.
• I conduct to; bring before, present.
• I draw or stretch out, lengthen, and extend.
• I bring to light, disclose, and expose.
• I advance, draw out.
• I bring forth, bear, beget; bring up, rear, educate.
• I expose for sale.

By creating a product, you bring the solution forth, bring it to light, and expose and disclose it. When you disclose something, it has to be very clear, understood, and simple to comprehend. When people see the short description of your product or hear from you, it should spark the idea in their head: “This is what I need; this is the solution.”

That’s why in your mind, you have to develop a very clear concept of your solution that includes clear steps for the customer on how to get from point A to point B. This involves leading the customer, showing the way, explaining the solution, or bringing a ready solution to them.

Step-by-Step Guide on Basic Product Content Development

First, take a large sheet of paper (A5 size), a pencil, and an eraser. Position yourself at a table where you can draw on this ample canvas. Ensure that you have uninterrupted time. We will create this path visually to ensure we are not distracted by the tools we use. Later, we will transform this illustration into a professionally developed diagram that you can present to people.

Secondly, start by imagining yourself talking to your perfect client who is desperately in need of your help. Look at them and feel compassion for their troubles. Consider the challenges they are going through, and how your experience and understanding can help them achieve what they desire.

Imagine that you are talking to this person and explaining how they can solve their problem and what they will gain. Visualize their happiness after crossing the path and achieving their goal. You have just imagined points A and B.