Make sure your teams, customers, and the market understands how it works.
Way too many businesses throw the 'what' at you.
'Here's what we sell.' 'Here's what do'. Yadda, yadda, yadda.
The what doesn't inspire. The what doesn't teach.
What you need more of is the HOW.
'Here's how this works.' 'Here's how you will get this result.'
Instead of, 'take my word'
Turn it into, 'see for yourself.'
Great what content and product marketing doesn't just teach, it shows.
It shows you though real customer examples.
It connects the what and how together so it equals the why. The value someone expects to get from using the what.
Here's a pretty decent example of the how in-action built by yours truly.
What it's missing are examples. Boo.
Final point. The how can be your secret sauce. The how can be what makes you different. The how can a true competitive advantage.