Established companies struggle to distinguish between what customers want and what they actually need. Products must solve real problems to drive adoption, not just appeal to desires.
Talk to us a little bit about how you help companies uncover or refine that core value proposition and how that really factors into your approach for growth.
Well, the most important thing is that companies have to be open to rethink the core value of their business, which especially for some companies that have been around for a while is very difficult because what they believe is their core value proposition is so ingrained But I think an easy way to understand it is the difference between wants and needs. I mean, one thing I learned in the software business is if your company— if your product is a want-to-have, like, wow, that's great, I think that would work really well with my company, I would love to use that, let me get back to you— they're never getting back to you.
Right.
Because it's not a need-to-have. It doesn't solve a real problem. So the equation that has to work is why does your customer need you, need you, not want you, but need you, and how are you able to best deliver the solution to that need?
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
