This "what's in it for me" vs. product features and benefits is one of the heuristics in my UX Audits and I often get push back from marketers on it.
Despite the increase in design awareness, many apps and websites fail because they solve problems that nobody cares for. Before you decide on specific products and features, you should know the problem you need to address. Otherwise, you’re taking huge risks in building the wrong things.
Minimize Design Risk by Focusing on Outcomes not Features
If you think that spending time at the beginning of projects for discovery is too frou-frou for your fast-paced projects, be warned: the alternative is bleak. Chasing the next shiny technology or visual-design trend while neglecting the needs of customers could lead you back to the days of superfluous outputs such as Flash intros and parallax scrolling.