If you can’t answer that six-word question, you’re selling a commodity.
Organizations don’t buy things, people do. And people at companies aren’t spending their own money, so this is the only question on the table.
A cogent story, based on affiliation and status, one that sees and respects the dynamics of the organization, is actually what they’re paying for.
https://seths.blog/2024/06/what-will-i-tell-my-boss/