shifting to a better story about how things work.

Insight: The insight frames the conversation by starting with what your experience has taught you about the customer’s situation, problems, and the solutions in the market. This critically important step points the customer toward what they need to know to understand why your differentiated value is important to them.

Now comes research among consumers. Find out how they think about your kind of product, what language they use when they discuss the subject, what attributes are important to them, and what promise would be most likely to make them buy your brand.