New Biz Idea? Forget Writing a Business Plan, Use Mockingbird Instead

If you like a product and that's all you've had experience with, I don't think you need an obligatory mention of other products you can't actually recommend.

I know we like the horse-race aspect, and are chagrined to see someone who wasn't first to market credited as if they were the only product of its kind.

But people who actually use these products just want to endorse something that makes their life easier. They do that in context of how it differs from better-known alternatives, not compared to other things the reader has probably never heard of. I think that should be an accepted viewpoint.

The specifics of the product used to be less important. Now with a lot of web and app-based businesses, it's like you can't really explain the opportunity fully without showing the way it works with a mock-up. So that's why they suggest it's a more vital first step to pitching your business idea.