Product Canvas: A communication tool

Phil Araujo - The Product Hero
Product Coalition
Published in
4 min readJan 31, 2018

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One of the toughest parts of working on a product is to give everyone a good overview of what you want to build and why. Especially people who are not on the product team. Marketers and Social Media Managers who have to create a community around the company and the product need to get an overview of what they are selling and communicating about.

During years I worked in product, I learn that one of the skills underrated and also that is the toughest to master is communication. It is why I came up with product canvas a single piece of document that will give you a way to communicate the value of your product to all the teams and stakeholders.

We all work in Product

Whether we have the title or not, the responsibility or not, we all work in product, and we need to have a common understanding of its value.

The problem is that the word “product” is overused and everybody uses it for different reasons. By overusing a word, it lost its power. I define a product as a tool, a software, a piece of content, a material which brings value to someone and solves something which was missing in their life.

Three parts composed the product canvas:

  • History and Problems
  • Ideation and Solution

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10+ yrs of expertise into lifestyle wins to empower people from Zero to Hero | 600+ taught successful products philosophy| Real, no fluff! social.philaraujo.com