We all have customers who use our products and our services. Notice what I just said…they USE our products and our services. They USE our offerings because their life is easier as a result, or quicker, or more complete, or more fulfilling or less intense. Something works for them.
Describe your product or service as a verb. Think about it this way – what are the verbs your customers experience when engaged with your product or service? How do you make that interaction interesting, smooth, beneficial, even memorable? What changes in your organization when you focus on creating and marketing compelling verbs?