Too many product companies focus on specifications and features.

Similarly, too many service companies focus on their process, models and approaches.

But not nearly enough companies focus on the results their work will generate for customers.

How will using your product improve my life?

How will buying your service improve my life, or business?

Tell me about the results you will create for me.

What’s the value your product or service?

That’s your most effective marketing message.

If I paid you, how would you improve my life?