Position, Position, Position! - Signal v. Noise

"Focusing on individual features and experiences is good, but you should never forget about the position you’re trying to hold." Know "Which problems are good fits for you and which ones are bad fits?" so you don't build features for problems which are incoherent with your position.

Snickers can’t take a feature request to be “more melty” and win ... new customers. Milky Way can’t “add a little crunch” ... These are trade-offs [which define] what make them different, their competitive sets, and what make them suitable for different hiring moments... Each product has its own version of “melty vs chewy.”"

Avoid "red oceans, where competitors make similar trade-offs, and [target] “blue oceans” where there’s space for something new.".

Use Job to be Done approach to find a position, and the “less about / more about” format to describe it.