Often, it’s easy to think that we sell products based on the functional outcome they accomplish. Businesses need live-chat software, right? No. Businesses do not need live-chat software. But, businesses do need a new and better way to acquire customers. The difference is that we’re selling an outcome. Businesses will always need to acquire customers. If businesses aren’t able to acquire customers, they experience pain—pain that they didn’t hit their marketing goals; pain that they can’t meet payroll; pain that, well, sucks.
