(Contributed by Gordon Daugherty, Capital Factory Director)
I don’t know who came up with this analogy but I’d love to thank him/her because it’s a perfect way to think about your offering and its value proposition. Is it a vitamin? In other words, does it create an opportunity for some improvement? Or is it an aspirin? In other words, does it solve a problem? Both might sound like beneficial offerings, and they are. But there’s actually a big difference when it comes to buyer behaviors.