Remember the old adage people may forget what you said—but they will never forget how you made them feel?
Well, the truth is that people will both forget what you said and how you made them feel if you offer utterly unremarkable experience.
If you wish to dismount the incumbent, seize a significant chunk of the market share, and grab customers' attention then your offer has to be both significantly better than the competitors' and create memorable experience for the customer.
By understanding the customers' desired outcomes, functional requirements, and emotional triggers, of course.
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