Tip Of The Week:
Packaging starts by clearly defining how you create value
for your clients and customers.

People do things for their reasons, not for your reasons. So instead of doing what most people do—talking about yourself or trying out random designs—try this first:

• Have conversations with the people you already have great relationships with.
• Pay attention to the words and images they use to describe their ideal future.
• Use this valuable “language” to convey how your solution helps them get what they want.