The function of marketing is to make people aware of the value of what you offer.
The awareness of that value is heightened when we learn to tell the story that will resonate with our customers (without leaving out our employees in creating the engagement)

That value is infinitely greater once we are clear about how our offering will improve the life of the people we aim to serve. So how do you create a product/service that will effectively improve people’s lives?

the purpose of innovation is not simply to make new, improved products and services; it is to make things that are meaningful to the people who use them.

“Steve jobs said “you have to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it …“

So how can you make a useful difference to your customer? How will your customer’s life improve?  How will your customer’s life have changed / improved after using your offer?