No, it isn’t about more features

People (unlike algorithms and Darren in accounts) are ruled by emotions.

They’ll only come to us if we offer them the means to buy a better version of themselves.

Our product or service is just a means to that end. Apple isn’t selling us an iPad. They’re selling us a smarter, more switched-on version of ourselves.

SalesForce isn’t selling us a CRM. They’re selling us a more organised, more professional version of ourselves.

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