Job Story Superhuman
For (target customer)
Who (statement of need or opportunity)
(Product name) is a (product category
That (statement of key benefit)
Unlike (competing alternative)
(Product name)(statement of primary differentiation).
We thought about this hard for Superhuman, and did further reading. In particular, Positioning: The Battle for Your Mind, was very helpful In 2015, we came up with this positioning:
For founders, CEOs, and managers of high-growth technology companies
Who feel like their work is mostly email
Superhuman is the fastest email experience ever made;
It’s what Gmail could be if it were made today instead of 12 years ago
Unlike Gmail -Superhuman is meticulously crafted so that everything happens in 100ms or less.