There are three laws of what I call marketing physics, three things that matter. The first is “overt benefit”, which, in a consumer’s word is “What’s in it for me?” The second is “real reasons to believe,” which translates to “Why should I believe you?” And the third is “dramatic difference,” or “Why should I care?” The classic mistake that engineers make is to talk about features, not benefits. Engineers will talk about the technology and assume that people will know why it’s important and believe that it works. But it doesn’t work that way. […]
These three laws make clear in a very short paragraph that successful innovation is about making products that are valuable for the users (buyers are interested in the benefits they are going to obtain and not in the great technologies that make these products possible) and to be profitable these products need to make a “dramatic difference” or leap in value (if they provide the same value as existing products, they are in for a bloody competition).