Has a basic understanding of the product's place in the industry.

• Understanding impact and benefits of solving the problem: You have a basic understanding of the immediate benefits of using the product.

• Understanding of wider industry context: You have a basic understanding of how the product fits into wider ecosystem of tools used by companies in the target industry.

Is aware of close competitors and how the product adds value to customers.

• Understanding impact and benefits of solving the problem: You can articulate the longer term benefits of using the product.

• Understanding of wider industry context: You are aware of competing products and companies.

Is able to have a good understanding of the industry and the specific types of customer the product can help.

• Understanding impact and benefits of solving the problem: You understand how to best deploy the product depending on the specific needs or attributes of the customer.

• Understanding of wider industry context: You have a good knowledge of competing products and companies and detailed understanding of how your product is better / different than them.

Has a strong knowledge of industry and adjacent sectors, uses understanding of product benefit to help drive sales and product roadmap.

• Understanding impact and benefits of solving the problem: You can quantify the long term benefits of using the product in a sound, evidence backed way.

• Understanding of wider industry context: You have a detailed knowledge of competitive marketplace and the historical context of how the problem and solutions for it have emerged over time.

Is considered industry expert in the area of the product.

• Understanding impact and benefits of solving the problem: You use your understanding of potential impact to inform non-obvious decisions around product strategy, target market and pricing.

• Understanding of wider industry context: You are regarded as an industry veteran with detailed understanding of wider industry context and has insightful ideas of how the industry will change in the future.