The Trap

The Feature-to-Value Trap

Engineering builds something unique.

It is genuinely faster, more accurate, or more comprehensive.

Marketing describes what it does.

"Real-time anomaly detection." The language is accurate — and buyer-proof.

Sales translates it themselves.

Each rep creates their own version. Some are good. Most are inconsistent.

The buyer hears generic.

Even though the capability is unique, the value language is indistinguishable from every other vendor.

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