Brainstorm ideas to answer:

Delight customers — How will the product delight (D) customers?
Both now and in the future.

Creating a hard to copy advantage — What will make the product hard (H) to copy?
Brand, Network effects, Economies of scale, Counter-positioning, Unique technology, Switching costs, Process power, Captured resource.

Margin-enhancing — What are the business model (M) experiments required to build a profitable business?
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