2.1. What’s a product/service?

2.2. Tangible vs Intangible products

2.3. Customer Experience + Customer Value

2.4. Technology Adoption Cycle

2.5. Product / Market Fit and Message / Customer Fit

2.6. Vitamins vs Painkillers

2.7. Switching Costs / Unique Barriers to Entry / Building 10x

2.8. Alternatives: to do nothing, alternatives, and competitors

2.9. Consumer vs Enterprise product

2.10. Job to Be Done / Outcome

2.11. Horizontal vs Vertical products

2.12. MVP: valuable / MLP: lovable / MPP: payable

2.13. Business Model & Customer Acquisition Strategy

2.14. Product Pricing

2.15. S-Curve of Innovation

2.16. Product Features / Benefits and Value

2.17. Go-to-Market (GTM) Strategy

2.18. Product Development Cycle

2.19. Customer Experience