While Marissa Meyer spoke about how Yahoo is busy reinventing itself and riding on the wave of mobile, she used an analogy that I thought is relevant in the sales and marketing world.
In a Memeburn article she make reference to an approach used when designing products.
She says that the product should not only be usable but also useful.
This makes so much sense.
Just because something is usable does not make it useful.
Using a one-size-fits-all encompasses the “Usable” aspect. Usable is made up of all the features. It what makes up the product or service.
Not all features will appeal to all the clients.
That is the reason as sales people we are supposed to onionise and fact find and get to understand a client’s need before we find a solution.
Finding a solution is the “Useful” aspect. It is individual; it is unique to the client.
Just because something is usable does not mean it is useful. And, usefulness is in the ‘eyes of the prospect’.
Go on-Amp it up.