It must solve a problem

If it doesn’t fix, mend or alleviate a nagging pain, problem, condition, or situation—why would people want it, much less buy it? There must be a strong, recognizable, and somewhat measurable or appreciable benefit to owning and using your product.

2. It must have mass appeal

You may have invented the best mousetrap ever, but if only one in 10 million homes has a mouse problem, you’re not going to sell a heck of a lot of mousetraps. Sure, you can sell just a few at a high price, but a mousetrap priced at $50,000… how easy would that be to sell?

3. It must be unique

If it’s the first or only one of its kind, that’s a home run! If it’s not, then it should at least be different and beneficial in a way that that other products don’t offer. A rose by any other name is still a rose, but a rose that never loses its petals—now that would be unique.

4. It must offer instant gratification

If it’ll be of use only next spring, why buy it today? People don’t want to buy seeds. They want a fully grown tree, planted and providing shade now. We’re an impatient nation of consumers. We don’t want the fishing pole; we want the fish fresh, filleted, seasoned, and served.

5. It must be demonstrable

It’s a law of nature: Seeing is believing. Customers must see with their own eyes how easily, quickly, and effectively your product does what it does. Though people will often say they can’t trust their eyes—they always do.