Identifying the big problem

- When you have a clear understanding…of who your target customer is,…you can then zero in on the next piece…of your positioning statement.…What's the problem you solve?…Often in B2B settings,…we tend to confuse our product or solution…with the problem the customer actually has.…A good problem statement then has two components,…the who and the why.…Who do you solve the problem for…and what problem do you solve?…The second half of that statement…should sound like something…your customer would say, not you.…

Let's take a look at a quick example.…Zora, a provider of subscription billing solutions…could say, "For product owners at organizations…"selling subscription-based services…"who need a multi-tiered, flexible billing solution."…However, this isn't a great problem statement…compared to this one.…"For product owners at organizations selling…"subscription services who need to be able…"to deliver new packages and new pricing faster…"and more flexibly to respond to customer demand…"and competitive pressures."…In the first version, we're talking about ourselves.…