We’re too full of our own ego.

We’re talking about ourselves, when the buyer is trying to solve something that has nothing to do with us yet.

Most times, the answer to the buyer's specific problem actually exists. But it gets buried under corporate speak and generic positioning because of a fear that getting too specific narrows the market.

Everyone is saying the same thing because everyone is afraid of saying something that might turn someone away.

The Cognitive Marketer

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