Most product language comes from inside the building, not from the folks buying it. And that hurts you. I see this constantly: A company walks me through their positioning. They explain what customers value, how they describe the product, why they choose it. It sounds polished, confident and aligned. THEN we talk to actual customers. (And good thing we do.) Totally different words. Other priorities entirely. Sometimes a very different reason for buying. The gap is rarely small. It’s often...