Nobody Wants Your Product-Centric Story

People are tired of hearing about your software, your piece of equipment, your revolutionary management program…

An old farmer once trudged several miles through freezing snow to his local and very remote chapel for Sunday service. When he arrived, he found the church empty; only the pastor was there.

“I'm not sure it's worth going on with the service – perhaps we should go back to our warm homes and a hot drink?” the pastor asked, hoping for an agreeable reaction …