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  1. Lobby

    A product is like an elevator.

    It magically transforms users from an uncomfortable, undesired state (e.g. the lobby) to a better, desired state (e.g. floor 37). Unlike life, the destination matters more than the journey.

  2. Floor 1 · ICP

    Your user is in a bad spot.

    They’re stuck and want out, or they see an opportunity they want to capture. Can you help them? Can your elevator take them to a future where the problem is gone, or the opportunity is captured?

  3. Floor 2 · Value proposition

    They step in.

    The only reason to try a product is that its value proposition matches their desired state. In an elevator, that’s the button for their floor. Your value proposition is that button.

  4. Floor 3 · Product

    Your product is the elevator.

    Its sole purpose is to take your users to their desired state. If it can’t deliver, they churn.

  5. Floor 4 · Business model

    What’s in it for you?

    Your users reach their floor, but you have expenses (expensive P/MF detectives, for one). Your business model has to keep the elevator running, profitably.