When was the last time you read a product spec sheet that truly inspired you? Or you visited a website that overwhelmed you with product capabilities? In the B2B tech world, talking too much about features and functions and focusing too much on the "what" and "how" factors can result in sounding similar to your competitors.
Here's the truth: Features alone do not create market leadership. Sure, they help check the boxes, but they don't set you apart in a crowded market.
If there's one thing I've learned in helping tech firms create industry narratives, it's that markets, from customers and investors to employees, rarely rally behind product functionality. It's the companies that have a clear vision that challenges the status quo and maps the future of the industry that inspire action.
Please select this link to read the complete article from Forbes.