People buy promises

“People don’t buy features — they buy promises”  – Bernadette Jiwa

In her book, Difference, Bernadette explores all the factors that can help you build a differentiated product that matters. She states that people really only care about the promise of what a product or service can do for them. People translate features into ‘what does it do for me?’ viewpoints. They don’t really care about all of the different features, bells and whistles, they just want it to solve their problem.


What does your product or service promise? Do you know how well the promise is kept?

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