Founders, stop selling features!

I think often technical founders in particular, although all founders can have this problem sometimes, is they're so in the weeds with building the solution that they're creating. They're focused on which features do I build next, which pieces of code do I implement, that that becomes the lens through which they view the world and the way they talk about their solution. But it isn't at all the way their customers or investors will look at the solution. And so I'm constantly having to help them reconceptualize every aspect of the business around benefits instead of features. It's not what does this do or how does it do it, but what does it enable for me? How does it change my world? What does it make easier, faster? What barriers does it remove?