When it comes to communicating our value, we begin by describing the features and benefits of what we make, serve or sell. That’s why we often end up with a laundry list of claims that our competitors could make.

There is an alternative. Flip this thinking on its head and reflect on what would happen if your product or service didn’t exist. What would the customer’s world look like without you and your particular way of working or serving?

Try telling that story.

Image by Daniel Lee