Sublime

Problem: There’s a big difference between what you want to say about your idea and what other people need to hear.

successful leveraging of top professionals is at the heart of the success of the professional firm.

Step 2 is to introduce your service and to move on quickly to differentiate your benefits.

“Keeps us from high levels, too,” Hannlin said. “Executives aren’t interested in our product’s features and functions. They want to solve major business issues. They are looking for significant business value, and they won’t connect the dots between our features and functions and their business by themselves.”

liner starts with a problem is because stating the problem adds perceived value to the product.