Creating a benefits statement

- Now we have to create our benefit statements.…Starting with our feature and capability inventory,…we work down each line item and ask…what specific business benefit does this feature deliver?…Seems like a simple question, but, of course, it isn't.…Building these benefit statements…is difficult for three reasons.…First, we have to approach this…from our customers' perspective,…a deep knowledge of their challenges,…and how they do or could use our products…to obtain these benefits.…We all suffer a bit from what I call…beautiful baby syndrome.…

We love and believe in our products so much,…and all we want to do is show the world pictures of them.…We all know that while we may love…the thousands of pictures of our kids and pets on our phone,…even our best friends will probably tire…after seeing two or three of them.…Yet, with our products,…we tend to show so many pictures,…never getting to true business benefits.…Our first challenge is to shift our mindset…from product and feature to translating these…into meaningful, specific benefit statements.…