After launching, I've felt lost on my product identity. Who are we? What do we represent? I was lost on who my product is for. I know the problems I'm solving, but I don't know how to communicate it. After talking to a fantastic person on a Reddit group, I've decided changed my messaging to be more targeted.

What I did wrong:

- I knew the problem but I didn't have a product identity. What are we? I wanted to build an "all-in-one" tool, but, by doing so I begun to lost my product's identity. It became very difficult to communicate who am I doing it for and how can I help them.
- I was mainly building for myself so I don't know who my target persona is. Who am I building for? As a builder, I just want to keep on building new features, but by doing so, the product became stretched too thin. I want to target startups as well because they have the same problems as well but that would cause a dilution in my messaging. I decided to double down on ecommerce.

Here's what I did:

- Specified who my targeted persona whom the product is built for: E-commerce
- Establish my product identity. I tried to find the people who have both of my problems that I'm solving for and decided to target them specifically. It's nice doing "for everyone", but I've realized I just came down to fear of missing out opportunities. Ironically, that's what causing me to lose the most opportunities. Being specific makes my messaging clear. People will ignore you if your messaging is vague.
- Add the result to my hero. Sell people on the vacation instead of on the flight. I tell people what kind of result they want from this. People don't care about what you do. They only care about what results would you bring them.

Conclusion

If you want to communicate clearly, you have to be specific. Otherwise, you would lose your audience's attention.

Before

After