Sometimes I feel like brands become SO obsessed with perfecting their products, that they forget about what they are actually selling.
Stop and think.
What IS IT that you are actually selling?
A post office doesn't sell stamps, it sells a means for your mail to get from point A to point B. A grocery store doesn't sell food, it sells energy for your body to survive, supplies for a dinner party, a celebration.
If you are in the business of selling (and most of us are), take time to understand and really THINK about what it is that your end user is receiving. Are you handing over an excel file? Or are you handing over the insight needed to transform a business? Is it time saved? A shortcut? A new approach? An experience?
