We sold decreased stress before selling features and other benefits. The company garnered contractual partnerships with leaders in all three targeted market segments. The product had an installed base approximately ten times the size of the nearest competitor. Three partners were distributing demos with every shipment of their own products. Other partners were working on reseller agreements.
Every product has a unique strategy that needs to be understood by many people.
Identifying the strategy is only part of the process. It must be clearly and concisely communicated to the rest of the company. But another lesson is that the marketing message may have nothing to do with the product. In this case, the message had much to do with the life style of IT workers, and what they wanted to achieve on a more personal level.