On Value Communication

The art of differentiation and communicating meaningful value

“It feels like we’re selling with wind force 9 headwind”

We’ve fallen in love with our solution and can’t believe customers don’t see its magic and beauty.
“How’s that possible?” we scream. “The customer is right in our sweet spot – they have the same size and are in the same vertical and region.”

That’s precisely where the problem hides. Again, the demographics are crystal clear. But that’s not where it stings. […]

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