Answer to “What?” not “How?”

Business travelers want to know what that new cell phone can do for them when they are traveling, not how it works.

Teenagers want to know what new games are coming out for Wii this year, not how a Wii electronically reads a game.

Tourists want to know what foie gras tastes like, not how you made it.

This comes down to benefits. What is your product doing for the consumer. Your job is to make it, to take care of the how. The consumer’s job is to use it, to discover the what. We all have our roles in the business-consumer relationship. Just make sure you are fulfilling your role.