You told me the what, but not the so-what.  You have probably heard this before. It’s often delivered as an admonishment to a salesperson or marketer by a customer or prospect. Maybe someone has said it to you. If we’ve all heard it, why are we not delivering a reason to care more often? Because it’s hard. As marketers, we all know better than just stating the what, but getting to the so-what takes a lot of work. Sometimes it just takes time for a market to emerge or for customers to fall in … [Read more...]