Mark Osborne explains why technical founders fail to sell their products: they assume customers care about the same features they do. Most buyers aren't engineers and need benefits explained in clear, relatable terms, not feature lists. Good ideas require deliberate messaging to stand out.
on such a great topic, which is this idea that good ideas don't sell themselves, unfortunately. And so many, you know, sort of especially technical founders that like they come from a technical background and they know why their product is superior and they sort of think, well, my customers are like me. So as soon as they understand just how it's technically superior to other offerings in the marketplace, they'll get it and they'll buy. But unfortunately, that's just not really true. And because most of the time their customers really aren't as much like them as they think, and they need to be sort of explained to in different ways and beyond sort of the features of the product that make it superior, they need to understand the benefits that they're going to get from it and how those benefits are unique as compared to others.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
