Companies all over the world regularly struggle with a seemingly simple problem: How do we explain the benefits of our product? This comes easily to some companies, whose offerings occupy a unique niche, solve a specific problem, or have no significant competitors. Meanwhile, other companies have to contend with stubbornly entrenched “conventional” wisdom, rampant misinformation, a disinterested public, or the very real possibility that customers simply don’t believe they have a need for a given product.
The good news is that customers are better informed than ever when it comes to making purchases. The bad news is that there’s often little difference between marketing materials andeducational materials…
