"IT’S THE ECONOMY, STUPID."—JAMES CARVILLE
Now that you understand the importance of the So What Benefit (see Chapter 5, “What’s in It for Them?”), and have determined which facet of your product, idea, or service you want to focus on, you might think that your work is done.
It turns out that determining the So What Benefit is a good start, but it is not enough to succeed over time, as you will see.
To make the point, let’s compare and contrast the history of two soft drinks.
The first was billed as a medicine that could help you “recover from nervous exhaustion, loss of manhood, and helplessness.” Although it sounds like the latest anti-depressant from one of the leading pharmaceutical companies, ...