It's About the Why

And Not the What

Why, Not What.

We have written extensively about developing a market thesis that emphasizes “why” your prospects would want to buy your product or service and moves away from the “what“ your product or service does.

The objective is to get companies to focus less on their features and functions and more on how their product or service will help their prospects increase revenue, reduce cost, improve their customer experience and create outcomes that serve to advance your customers’ state of well-being.

Both professionally and personally.

Customers often buy a product not because it’s the best out there, but because the customer relates to the spirit of the brand. The branding provides an emotional connection that becomes almost impossible to break.