"Better" Is A Lie
Better only means something when it is attached to a tangible outcome in the customer's mind.
"Why can’t customers see that our product is obviously better?"
Because your assumed version of "better" is a lie.
Better only means something when it is attached to a tangible outcome in the customer's mind.
Neuroscientists and psychologists have been telling us since at least the 60's that humans move and orient themselves in the world through utility and value judgments...
For example, we identify a chair by the fact that we can sit in it, not by its characteristics. We understand things based on what we can do with them.
This is why it took humans 300 years to turn a potter's wheels on end and use it for travel. The mental equation was wheel = pots, jars, and cups.
That changed because someone decided to create a new category of the wheel. They invented the equation wheel = travel, and it changed the world.
When companies present their products with features and functions - just "stating the facts" and "telling it like it is," they are completely giving up the opportunity to differentiate themselves and their products in any meaningful way.
Essentially they are saying "we're the same as everyone else."
Here's the unfortunate truth: if your product does not allow me to do something that I couldn't do before, then you haven't invented anything. You've simply made a new, fancy paperweight and left it to me to value.
This is why 50-60% of sales end in no decision, but every company I talk to believes that their biggest competitor is another #agtech.
The problem with most #agtech sold today is that the methods behind selling it are entirely based on an assumed market for Newtonian (academically physical) solutions...
"100x more data..."
"5x faster..."
"Digital infrastructure...farm of the future..."
Like John Kenneth Galbraith said half a century ago, “The conventional view serves to protect us from the painful job of thinking.”
We are failing to think, failing to provide a 'why' that matters.
Why do I want this thing? What will it do for me? How will this improve my life/business/relationships?
Stop trying to impose an arbitrary value system on product specs and start translating those product specs into tangible value for the customer. Start telling stories that matter.
Make something different. Make people care. Make fans, not followers.