You would think that if you had a great product everyone would buy it. After all, your product might have all of the features that customers have been asking for – it’s probably innovative, new, fast, better than the competition’s, etc etc. In some cases that works but all too often it doesn’t. Why?
Within 15 minutes of starting a Pragmatic Marketing class, our instructor told us that he deplored the use of the word “solution” in high tech marketing. The word “solution” just may be the most over-used and least understood word in tech marketing today. So you might think that you should run as far away from that word as possible. You might think that you should retreat to terms like “products” and “services” and “offerings” (as if that was clear). And you’d be wrong.