I was having dinner the other night with a friend and the discussion turned to business. He told me about a product he was distributing and I got the subtle hint that he was trying to pique my interest as a potential customer. As he was talking, it occurred it me that he was
selling a product, not a solution.
It’s an experience you’ve probably had before too more times than you
can remember: someone is trying to sell you something and all they talk
about is the product. What it does, how it works, how it was conceived,
who is using it, etc. What is left out: what it’s doing for