Accentuating differences

The easiest way to describe your product (or service or candidate or cause) is to outline how it's different from the competition.

"This is just like Brand X, but 5% cheaper, 10% faster, 20% easier to use and it comes in chocolate..."

We do this so often and so naturally that often, we forget to talk about why we made the thing in the first place.

When selling A against B, we might do a great job of explaining why A is better than B, but it's easy to forget that the prospects you are pitching have another option: doing nothing.