(Contributed by Gordon Daugherty, Capital Factory President)

I don’t know who came up with this analogy but I’d love to thank him/her because it’s a perfect way to think about your offering and its value proposition.  Is it a vitamin?  In other words, does it create an opportunity for some improvement?  Or is it an aspirin?  In other words, does it solve a problem?  Both might sound like beneficial offerings, and they are.  But there’s actually a big difference when it comes to buyer behaviors.

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