The Coca-Cola Company and Lawyers
The Coca-Cola company does not sell drinks or beverages. Instead, they sell Happiness. According to them, they refresh the world.
Lawyers don’t sell contracts and templates. They provide counsel. They provide solutions for legal problems.
Why do we as an industry then obsess about selling Large Caps or Mid Cap or Flexi Cap or PMS or AIF? The whole industry/profession seems to be focused only on products (or on creating new ones).
People don’t care about your products. They care about their problems. They care about a solution to their problems.
What is the problem that you are solving for your clients?
I would love to hear from you.