THE QUICK WAY TO UNDERSTAND WHAT YOU'RE REALLY SELLING

Summary from the TLDR Marketing newsletter

People don't buy what you do — they buy what you do for them. However, most brands never quite manage to separate these two things. There are 4 different buckets of value a business can really offer: serving a particular group, serving a particular need, below the status quo, and above the status quo. Brainstorm ways your brand offers value in each of these buckets, then identify which feel the most true, unique, or exciting.