How you think VS How customers think

Y Combinator advises: Make something people want.

Des Traynor Intercom's Founder advises: Build what you sell, sell what you build.

Once understood clearly, both statements will help you build something that people will buy & use long-term.

But after the product has been built and it's something people want, most companies drop this rule.

They create their product marketing & website messaging based how they think about their product VS considering how the customers & end users perceive the product.

That's where misalignment starts.

And gets reflected in your product signups & conversion rates.

Your website messaging, design & UX fails to align with the expectations of the visitors & customers.

Therefore, the most important thing you can do if you are considering a website redesign or changing your product messaging is:

How might we build our website so that our customers understand & view the true value of our product, the same way we do?