Customers don't buy drills, they buy holes. Frame what you sell around the problem it solves, not its technical specs. Focus on the outcome people actually want.
Sell the hole, not the drills. If you were to go into Home Depot and you were going to buy a drill, the person that's really technical is gonna be like, "Oh, you know what? There's 17 different drills you could buy. There's this one that's got an 18-mag power source and it can spin 10,000 rotations per second." And you, as the person trying to buy the drill, could care less about the technical stuff. What you care about is, Is he gonna put a hole in my wall so that I can hang that thing? And so as you create your package, make sure that's what you're doing.
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