Two areas of focus
Language market fit
Shortened attention span of 8 seconds
"How is this thing you're showing me going to improve my life?"
Jobs - "1000 songs in your pocket" when describing iPod
Use phrases that customer uses to describe your product:
(a) Call transcripts,
(b) Speak to customers
(c) Speak to support staff
Channel product fit
Two step process
Peter Thiel - focus is key, few channels will be major winners (Zero to One)
Optimize existing channel that is most cost effective before moving into new channel discovery
Scoring framework
Control - can you control channel
Target audience