“We create dashboards for managers” “We’re solving traffic congestion for parents” “We teach people how to sell authentically” “I coach women through relationships” The pitch. The elevator line. The value proposition. The ‘this is what we do’. The summary. Whatever you want to call it, these are just a few lines amongst hundreds I’ve heard over the years. And they’re all missing a crucial element (or more). The benefit. Actual, tangible, results. What’s the outcome? It’s great that you do any one of those things but to what end? How is that benefitting the end user/economic buyer? That’s the end … Keep reading the juiciness!