| Ingredient 17. | Sell It in One Sentence |
“If I can’t picture it, I can’t understand it.” —Albert Einstein, theoretical physicist
The Problem
Customers don’t understand what companies do, so they don’t bother using their services.
The Solution
Make your value proposition obvious and easy to understand.
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Create an elevator pitch to sum up what you do.[44] Keep it really simple. Focus on an important customer need. Describe how your service meets this need in a unique way that differentiates you from a major competitor.
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Map the competition. Plot your service and your competitors’ onto a value map. Choose two value attributes—for ...
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