Article · Growth Strategy
Explain the idea before the product
A familiar product lets buyers compare options quickly.
A familiar product lets buyers compare options quickly. A less familiar concept may first need an explanation of the problem and why a different approach is useful.
Why the topic matters now
Describe the problem in the customer’s language. Show the product in use and explain what changes. Avoid asking people to learn your terminology before understanding the value.
Explain the problem in the customer’s language.
Where businesses usually get it wrong
Use demonstrations, examples and clear limits. The first step may be learning more or trying a small use case rather than making a full purchase immediately.
Show what using the product would involve.
Put the idea to work
Explain the problem in the customer’s language. Show what using the product would involve. Choose a small trial, explanation or demonstration.
The buyer may need to learn before committing to purchase.
Why this matters
Give the work a useful business purpose.
An unfamiliar idea needs a situation the buyer recognises.
What to understand
Three ideas worth keeping.
The purpose
Start with a recognisable problem.
The useful check
Show what changes in practice.
The next step
Offer a suitable first step.
Aeolus view
Keep the useful question in view.
An unfamiliar idea needs a situation the buyer recognises.
Demonstrations make an abstract concept easier to assess.
The buyer may need to learn before committing to purchase.
Explain the problem in the customer’s language.
Choose a small trial, explanation or demonstration.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.