But our product is dry stuff

It’s not!

It solves a problem that businesses are willing to pay good money for.

It saves them a lot of hassle. Just imagine the trouble they would need to go through to solve the problem without you?

It’s a huge time saver form them. Knowing that they can rely on you provides them with peace of mind. Which in turn frees their mind to come up with better solutions for their customers.

It’s just not true that these things are dry. They are highly emotional. Because they are highly relevant.

It’s not the product that’s dry. It’s the story.

What makes a story dry is when the humans get written out of the story. When it’s only about features. And processes. Rather than what these features and processes enable the humans to do.

Businesses don’t lack sexy products.

They lack the courage to go beyond the features and see the humans who use their products. If it solves a real struggle, it’s almost guaranteed to be attractive (at least) or even sexy.

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Dr. Michael Gerharz

Dr. Michael Gerharz


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