People won’t buy into an idea that they can’t understand.
That’s why we try to both show your software and create a metaphor to translate what you do into something that they “get.”
We want to know where the “pain points” are for people. We want to know what the problems we’re solving will be. People do connect with facts, but they need a story behind the facts. That was written up first in Made To Stick.
We have to be concrete, and almost visceral. Show frustration, pain. We have to show your product as a breath of fresh air or a relief.
When we do that, we can make something your customers can understand and connect with. We can make something that your people can know and feel good about.
