Every product exists in two contexts.

1. The solution context: the functions and features of the product itself.
2. The larger context: the result or goal the customer truly wants.

For example, a tripod and a camera are merely tools for taking photos, the solution context. What people really want is to become a better photographer, the larger context.

• "Don't make a better X, make a better user of X."
• e.g., "Don't make a better business model canvas, make a better startup founder."

Video summary: https://lnkd.in/gSNmDNmX