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Creating Impact
  Product Design
    What solutions are already available?
    What's missing from the competition's products?
    How is my product already different?
    How can it be different?
      Is that potential difference significant?
      How can I make this more useful?
      How can I best emphasize this?
    What format or construction serves my customer best?
    What is the main product element?
    What elements qualify as bonuses?
    How is it best delivered?
  Product Improvements
    Saves time or space
    Saves money
    Lower cost of ownership
    Faster
    Easier to use
    More fun
    More convenient
    "More power!"
    Modular design
    Customization
    Exclusivity
    Improves profits
    Increases productivity
    Better at solving the problem
    Increased security
    Improved privacy
  The THUD Checklist
    Relevant Software
    Proprietary Data
    Bundled services
    Expanded info or training
    Audio tutorials
    Video instruction
    Worksheets and checklists
    Private consultation
    Group training
    Follow-up info/subscriptions
    Case studies
    Sample text, sctipts, templates
    Free or discounted updates/upgrades
    Spreadsheets
    Contact lists
      Resource lists
      Referrals
      Introductions
      Concierge service
    Honest reviews of related products
    Quick start guide
    Interactive tutorials
    Self-assessments
    Hard-copy mailed separately
    "Done for you" (DFY) service
    Extended warranties
    Membership services/Special access
  Customers
    Questions
      Who is my ideal customer?
      What do they do online?
      What are their pains?
      What are their goals?
    Desired benefits
      Freedom
      Peace of mind
      Romance
      Social status
      Security
      Money
      Time
  Markets
    Where do they go online?
    What do they read online?
    Where do they network?
    How can I reach them through those channels?
  Service
    Advertising
    Sales
    Product delivery
    Unadvertised bonuses
    Customer service
    Help desk system
    Additional offers