Connecting the Dots

context is king. Your customers talk to a lot of vendors. They talk about a lot of problems and you're probably solving one of them. It's context understanding the problem well enough to be able to solve the problem in a meaningful way, but also makes you explain your things in a way that helps other people understand it. No more about what your product does or the problem your product fixes or solves better than they do. If you can come in as an expert, somebody that knows this way better than them, you have the ability to provoke new thoughts, new lines of thinking, and new ways of thinking about the problem.