Are you focused on what your product does or who your customers want to become?
Some people talk about features. They describe their technology, and use complicated terms. They live and breathe logic and engineering. When they meet potential customers, they find themselves thinking, they don't get it.
Other people talk about -- people. They describe motivations, goals and struggles. They live and breathe empathy and assistance. When they meet potential customers, they find themselves thinking, I wonder how I can best support them.
And that's when it clicks. Customers want to become something better, a stronger business, a faster communicator, a better brother. Everything they use, buy or hire is an attempt at some form of transformation.
When it comes to knowing the right product, the right way to sell, who to sell to, how to get customers started on the right foot, or what to measure -- understanding that transformation is what matters.