For a highly technical product offering, how much messaging emphasis should be placed on technical value versus overall business value that your solution provides?

If by technical value, you mean “what does this thing actually do?” - a lot. Most technical categories are super crowded (and if they’re not crowded, they’re nascent and ...

[Insert “Why not both?” meme] :)The best thing you can do is bring these stories together – when technical value solves business value, you have yourself a winner. (I don...

The answer is you need both, but targeted to the right audience: business value for the economic buyer and technical value for the user / implementer. In some cases, the ...

If you get to know who you're talking to, it's a lot easier to know what to say. That's a core tenet of messaging and being a good conversationalist in general. Your firs...

I think a good exercise for figuring out how to balance the technical value and business value is to force yourself to write a single sentence with both your “why”—your b...

This is all dependent on the personas you're trying to target. In my opinion, your positioning should not change, but you should have messaging specific to your buyer and...