Sell the outcomes.
This is how Dropbox changed their messaging…
❌ in 2010 speaking about The Product:
“Sync your files online and across computers”.
✅ in 2020 speaking about The Outcome:
“Focus on the work that matters… bring all your team’s content together”.
The Product view speaks about what the product does.
The Outcome view speaks about what they can do with the product.
Subtle, yet very different.