Problem-based marketing messaging cannot target well if you don’t know your users. Problems need context, and context depends on what your user is thinking about. You can rewrite 3 times with similar content and it can resonate differently. For example: Let’s say I wanna talk about Morpho. I can: 🟢 Fight a Substituted product 🟢 Fight at Category level 🟢 Fight at Use Case level 1️⃣ Fight a Substitute product Context: - Big pool lenders Problem: - share risks and fees which lowers yields and flexibility Capability: - Morpho Blue uses curator managed vaults risks are tailored to your risk appetite Benefit: - Earn steadier yield with bounded risk, low gas, and transparent, curator-led allocations. 2️⃣ Fight at Category level Context: - DeFi lending Problem: - depends on slow settings and limited listings. This adds friction and trust. Capability: - Morpho lets anyone create isolated markets with various strategies. Risk curators can manage allocations to chase yield Benefit: - Earn steadier yield with bounded risk, low gas, and transparent, curator-led allocations. 3️⃣ Fight at Use Case level Context: - Passive lenders Problem: - wants higher, steadier yield without optimizing where the supply capital themselves all the time Capability: - Morpho vaults auto-allocate across chosen markets, with curators capping and tuning risk. Benefit: - Earn steadier yield with bounded risk, low gas, and transparent, curator-led allocations. I've intentionally kept the benefits the same to show that the lead sentences can change how benefits are framed. Of course, this also depends on the maturity of the users, so you can apply the steps above to different user types (e.g. those that know DeFi lending well vs those that don't)