When we were building SupplyShift, we knew how to make the perfect platform for our customers. Or so we thought (spoiler alert, we didn’t). We planned for everything the market SHOULD need. But if the market is figuring out how to walk, your perfect race bike is not the solution, no matter how well thought out. Domain expertise is a strength that can turn into a trap.

If your messaging is about the latest feature you built, rather than the value it delivers (read: does it help your customer sleep at night?), here’s a shortcut to jump from feature to real value.