Brainstorming
Listing what customers probably search, from business knowledge and customer profiles, before any tool is opened.
Analogy Mental model
A chef drafting a menu from experience before checking what the suppliers can deliver. The draft is imperfect and it sets the direction.
In practice What you actually do
Bring in sales and support. They hear the real phrasing every day, including the words customers use for things the industry names differently, and that vocabulary is worth more than any volume export you can buy.
Where people get burned Pitfalls
Marketers suffer from the curse of knowledge and write the category as the company describes it, integrated CRM solution for SaaS teams, when the buyer types how to track sales leads. No tool corrects that. Only listening does.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →