What Customers Want is Progress

Customers don’t care about your solution. They often don’t understand their own problems well enough to know what they really want. But what they really want is progress.

The more specific you are when describing this progress, the more they want it.

The more specific you are when diagnosing the obstacles to achieving this progress, the more they want it.

The more specific you are when comparing your solution against their alternatives, the more they want it.

That is the essence of crafting a compelling unique value proposition.