Now , look at your product with the eyes of a consumer, just like you looked at those ten products above. Rank their similarity by checking the blank on the scale below which best reflects the degree of similarity. Imagine martial law has been declared. All raw materials must be rationed for the highest need. Write down five separate, single, abstract words which best describe your product.
Abstract words are the opposite of concrete words.
They have no solid, real referent. You can come up with five words. Try seeing it through the buyer's eyes. If you didn't circle many words, then you are still looking at your product from the producer's viewpoint, not the buyer's viewpoint. Imagine that, just like the electric flowerpot, the bottom fell out of your market.