Wow, great article.
Shaun Vembutty

#3 is pretty much hard for anyone ;) you can always lead with features, but the minute a competitor (or even substitute) comes along with a compelling story, you’ll have a challenge. Stories don’t have to be heart wrenching or overly emotional, but they should speak to a desire. That can mean making the consumer the hero, giving them a sense of belonging, or perhaps giving them permission to do something.

Good luck with the meeting tomorrow! Thanks for sharing with your team.