What problem does your business solve?

Sales and marketing has evolved from the old days of “features and benefits” pitches to customers to instead now primarily focusing on what problem does a business solve for their customers. There are many reasons for this paradigm shift, however the most simple answer is that it make your business relatable to the customer. Instead of being bogged down by bells and whistles and technical jargon, the customer is presented with a challenge they are facing and the fact that you solve it.