Having a deep and broad aptitude for your product is great, but it means nothing without the ability to translate features into benefits.

When discussing your product in customer pitch meetings, push yourself to focus on benefits by using the "So What…!" trick. It works.

The "So What…! bubble is a trigger.

When you launch it and see it floating above your head, finish the sentence aloud for the customer. "SO WHAT this means to you is X, Y, and Z."

Or, "So WHAT YOU should interpret from that product description is that you’ll be able to do A, B, and C with our product."

And if you really want to show off, you could say something like this, "You’re probably now asking, ‘SO WHAT’? …so what does this mean for me? Here’s what it means to you."

The great thing about the "So What…!" move is that it saves you when you fall deep into the abyss of talking too much about processes, product features, etc. You may need to talk about that stuff oi your pitch meetings, but it can’t overtake the time you talk about value and benefits for the customer.

The SO WHAT trick only works when you hit the start button. You’ll find that button on a Post-it note that you create with the words "So What…!" on it. That Post-it note should be stuck on your monitor and in your notebook.