Executives don't care about tactical benefits like 'five fewer clicks'. A crucial skill for modern sellers is to extrapolate that tactical user-level gain into a strategic business outcome. You must translate efficiency into revenue, connecting the dots from a daily task to the company's bottom line.

For new products creating novel workflows (like Calendly), the key question isn't "Why you over competitors?" but "When would I use you at all?" Positioning should focus on defining this new context and workflow, not on feature-by-feature comparisons.

Resist the instinct to explain what a feature is and does. Instead, first explain *why* it was built—the specific business problem it solves and why that's relevant to the prospect. This framing turns a feature walkthrough into a personalized 'test drive'.

Go beyond features (what it is) and benefits (what it does) by focusing on 'dimensionalized benefits': how the customer's life tangibly changes after experiencing the benefit. This is the ultimate outcome people are buying, and it should be the core of your marketing message.

Abstract jargon like 'real-time visibility' is meaningless to buyers. To make messaging punchy, translate these abstractions into concrete language that describes the buyer's actual experience, like changing 'high performance' to 'V8 engine.'

Don't assume even sophisticated buyers understand your unique technical advantage, like a "fuzzy logic algorithm." Your marketing must translate that unique feature into a tangible business value they comprehend. Your job is not to be an order-taker for their feature checklist, but to educate them on why your unique approach is superior.

The "features vs. benefits" debate is a false dichotomy. Great messaging, like fiction writing, uses "narrative distance" to strategically zoom in on details (features) and zoom out to the big picture (outcomes). This creates a complete story and avoids getting stuck at one extreme.

Don't just list all your features. To build a strong 'why us' case, focus on the specific features your competitors lack that directly solve a critical, stated pain point for the client. This intersection is the core of your unique value proposition and the reason they'll choose you.

Nearly every B2B tool can claim it saves time or increases revenue. Leading with these generic outcomes is why so many B2B websites sound the same. True differentiation happens at a more specific benefit layer, like a time tracker promising to "know exactly where your team's time is going."