How will your company’s voice stand out in this overwhelming chorus of messages?

shift away from looking at company offerings as products, but rather as solutions, something that gets a job done for the customer.

think about whether you have a real business concept that aligns with an unaddressed need in a real market and if you have the resources (or know what resources you still need to secure) to meet that need.

determine whether your concept—the value you plan on bringing to a specific market—will be entering relatively open competitive space or if you will be jostling competitors

The successful sales mindset must be consultative: the value proposition should be matched to the needs of each customer.

double-down in one of these areas and cover their bets on the others4.

do you know why they should care—why and how they would see the value in your offering?

no amount of craft or wordsmithing can overcome a value proposition that is fundamentally flawed: a fuzzy idea and inadequate or inappropriate resources aimed at either a previously addressed need or crowded market space.

continuously smashing cost out of their supply chain and offering customers the lowest overall cost