The Importance Of A Product Brief And Problem Definition Before You Attempt Prompts

Introduction

It’s always tempting to copy prompts, try it, be pleased with the outcome, or get angry at the results.

Why? Because it’s easy.

However, this approach can lead to subpar results.

Prompts are not a shortcut for lack of data. I’m not speaking of basic prompts such as – Expand, Summarize, Condense, Extract, Outline, etc.

Though all of these too require some data for action.

As prompts get more complex, they can be layered into a workflow.

For example the RATS Framework that we use widely on Phewture is a layered prompt. This often has multiple processes attached to it.

Each of these processes needs to be completed separately before you attempt the main process.

To illustrate this, let me use the example of a Landing Page.

The Landing Page is a sort of Cookbook with multiple recipes attached to it.

1. There is an overall framework for crafting it – The 14-step Sales Letter, or PAS Method, or the 9 Step Persuasive Page Blueprint.
2. There are parts of the Landing Page with its own sub-processes
   1. You need, at the very least, a Product Brief.
   2. Better still is an Avatar. This requires you to follow the Audience Experience Map [AEM]. The AEM itself requires a Product/ Service Brief as a starting point, which is explained below in this article.
   3. Introducing scarcity requires knowing what to say and do given the context of your brand.
   4. Packing social proof, requires some understanding of how this is used by the industry and what the current best practices are.
   5. Adding a guarantee, requires an understanding of nuances and choosing the right one for your brand
   6. Creating a marketing offer, is a separate process that needs price and bonuses crafted together into a value stack
   7. Including a Bonus, to prime your offers
   8. FAQs require research into the category and figuring out commonly asked questions and answers to it.
3. What this means is that you need to complete the sub-processes first before you attempt the main process of crafting the Landing Page.

Whether you use prompts from Phewture, or outside of it, they often require a foundation of solid work to yield the best outcomes.

Both AI and the human mind, work best with data and contextual inputs. When data isn’t available, or if you are too lazy to harness it, then your results/ solutions will reflect that. You need to know this and be prepared for it. The prompts may work even with very little data but to get it right, work is needed.

So what is this foundation?

The two big business reasons that we use prompts on Phewture are:

1. To solve a business problem: Here the critical thing is to state/ frame the problem correctly with its constraints.
2. To create content/ messaging for a brand: Here we need to find and collate the data about the customer, the market and the product first.

Prompts, by nature, are agnostic.

They can work even if the problem is:

• Poorly defined
• The role is not fully developed
• The avatar isn’t completely fleshed out
• The customer/ market data is missing

In order to achieve optimal results, these elements must be in place, and I’ll show you how to prepare for it best.

Defining the Problem Correctly

If you’re solving a problem, start by clearly defining it.

You must identify the stakeholders affected by the problem—these could be internal teams, external partners, or customers. It’s crucial to articulate who they are.

Next, consider the constraints of the solution and use them as part of your problem statement.

• Resources: State any resource limitations clearly. If you have only three resources to solve a big problem, acknowledging this will shape the answers you get.
• Budget: Similarly, if your budget is $10,000 rather than $100,000, the solutions will differ significantly.
• Technical Constraints: Mention any technical or technological limitations.
• Legal Compliance: Ensure compliance requirements, such as HIPAA in healthcare, GDPR, etc are included.

For a more detailed guide, I’d recommend reading my article on framing problems correctly.

This step, of problem definition, is super important when you work with prompts on Decision Models, Mental Models, Creativity Models, etc.

Crafting a Product Brief

When solving problems for brands, a basic Product Brief is invaluable.

Here’s an outline with placeholders for you to fill in. Once you’re done with this, combine this with Role description below this template and paste this into the chatbot.

The Product Brief Template

1. Product/Service Details
   • Brand Name: [Insert brand name]
   • Features: [List key features]
   • Benefits: [Describe main benefits]
   • How it helps the customer: [Explain value proposition]
   • Unique Selling Points (USPs): [List USPs]
2. Customer Profile (B2B)
   • Role/Function: [e.g., CISOs, IT Admins, CTOs]
   • Industry/Vertical: [e.g., Healthcare]
   • Company Size: [e.g., 100+ employees]
   • Location/Geography: [e.g., California, USA]
   • Journey Stage: [e.g., Seeking information on cybersecurity practices]
3. Market Analysis (Optional)
   • Competitor 1: [Name and brief description]
   • Competitor 2: [Name and brief description]
   • Competitor 3: [Name and brief description]
   • Market Positioning: [Describe your position in the market]
   • Data Analytics Insights: [Key findings from market research]
   • Content Strategy Overview: [Brief description of content approach]

Now, for the role-based prompt to translate this Product Brief, we’ll use an expert consultant from one of the top consulting firms to translate this initial draft into an actionable product brief.

Role-based Prompt: As a senior digital strategy consultant at a top consulting firm, you’ll provide a comprehensive product brief based on the inputs above. You’ll leverage your proprietary frameworks and industry best practices to write the brief. The brief should clearly articulate the challenges, their impact, and the need for a solution that resonates with stakeholders and sets the stage for proposing a business solution.

Crafting A Problem Statement Brief

You can use ChatGPT, or any chatbot to craft a Problem Statement. But you need some basic brief with data for this.

Using the template below, fill in the bracketed sections with specific details relevant to your business situation.

The Problem Statement Template

[Industry] is facing significant challenges in [topic area].

[Target audience] are experiencing:

1. [Pain point 1]
2. [Pain point 2]
3. [Pain point 3]

These issues are causing:

1. [Frustration 1]
2. [Frustration 2]
3. [Frustration 3]

These lead to the following [negative outcomes] for the firm.

The current solutions in the market are inadequate due to:

1. [Constraint 1 – Budgets, Resources]
2. [Constraint 2 – Internal stakeholders ]
3. [Constraint 3 = Industry regulations, compliance]
4. [Constraint 4 = Technical Issues]

There is an urgent need for a comprehensive solution that addresses these challenges while considering [specific requirement].

Prompt for generating the problem statement:

Using the template above, fill in the bracketed sections with specific details relevant to your business situation.

Once completed, use the following prompt to generate a cohesive problem statement:

“As a senior business consultant, who has worked with the Top 5 Consulting firms, and is deeply experienced in both the [industry] and [strategy], craft a concise and compelling problem statement based on the information provided in the template. The statement should clearly articulate the challenges, their impact, and the need for a solution that resonates with stakeholders and sets the stage for proposing a business solution.

Conclusion

Prompts and AI are powerful tools that can help you solve business problems and create compelling content when used properly.

However, prompts are not a shortcut or replacement for the foundational work of problem definition, customer research, and product positioning that you need to do first.

Before turning to prompts, make sure you have clearly articulated the problem you are trying to solve, the constraints you are working within, and the key details about your product, customer, and competitive landscape.

Capture this information in a well-crafted problem statement or product brief.

Doing this prep work will provide the necessary context and data for prompts and AI to generate relevant, insightful, and on-brand outputs for you.

Remember, the prompts give you answers that are only as good as the inputs you give them, so don’t neglect these crucial first steps.

Invest the time to get the problem and inputs right, and prompts can accelerate your work and creative process tremendously.

Next Steps

1. To help you find your way around Phewture, I have put together a set of AI Recipes under Wayfinding. Do go through these and you’ll navigate like a pro through this stream of consciousness. 😄
2. The Learning Methods are exercises that I’d recommend if you wish to wrap your head around the possibilities of using AI Recipes at work, or for play.
3. Don’t forget to leave your comments below and share your joy with your friends on social media. Use the share icons below this post to gain some good karma.

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