A basic tenet of marketing is to focus on benefits instead of features. We've all seen feature-first marketing, too; it's about as exciting as a terms and conditions document. I always imagine some poor product marketer profusely sweating as they stress that a customer won't see every sin...
I started walking down the road in the direction of my meeting, resigned to my fate. Well not so resigned – I am sure I very much looked like a crazy person, more so than normal. I was red with anger, sweating profusely in my work clothes, and cursing quite loudly to myself. I ...