Are your answers actually answering the questions?

Is the problem you've stated actually a problem? Or is it a feature?

Is the benefit you've stated actually a benefit? Or is it a feature?

Is the description you've stated actually a description? Or is it a list of features?

We see a shocking majority of innovators seemingly answer these tough questions while defining product concepts. But they give answers that don't actually answer the question being asked.

This gives them a false sense of assurance that they've done the strategy work when they haven't quite.