Find needs and value proposition

Map the problem space to the solutions space

unmet needs (problem space) -> value propositions (problem space) -> | -> feature set (solution space)

Example: Instagram

unmet need: beautiful pictures -> | -> filters and square photo that looks great as an album

unmet need: fast -> | -> ux hack during photo upload

Improve product/market fit by writing a ‘Value Proposition Grid’

Example: Instagram

Use your value proposition for marketing

Example: Instagram