Anthony Broad-Crawford

I was recently in a conversation with a peer from the entrepreneurial scene here in Cleveland about how we couldn't figure out why we, as users, might adopt a new service that was just released.  

This conversation made me immediately think about a phrase / exercise that has been screamed from the heavens initially by Kathy Sierra and then Joel Spolsky.

This phrase helps a company, in very simple terms, articulate their value prop.  The phrase is produced through an exercise of filling in the following very simple template ...

We help [type of human] be awesome at [thing]

If you as a business can't articulate your products value proposition simply and succinctly in this template then neither will your product.  If it's not reflected in your product you probably aren't helping your users kick ass.  You need to make your users kick ass or adoption will be highly unlikely.  

I won't restate what has already been written about this topic so please read Joel's post. It contains links to almost all the other posts on the topic.