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Ideas sell...remember those two words

In almost every meeting I go to or Zoom with, people are desperate to understand why their product or service isn't selling better.

They always begin by pointing out how good their product is, how much better / faster / cheaper more durable it is.

Well frankly, it's all bollocks.

They are obsessed with the utility and they can't understand why the market isn't responding to their interpretation of the difference between their offering and that of their competitor.

We don't need what you sell, friend.

We buy what we want.

Those two words again, Ideas sell.

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