“80% of purchasing is emotional” – Elizabeth Edwards

Features are what the product does.  Consequences are what the product let’s you do.  Values are why all this is important.  In the moment, all buying decisions are emotional.  You need to understand those emotional drivers and make sure your product or service touches those drivers.

There’s only ONE way to do that.  Talk to your customers.

Read “Startup: The Complete Handbook for Launching a Company for Less” by Elizabeth Edwards

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