As a tech founder or scaleup CEO, you’ve likely heard it countless times: “Don’t talk about features — sell benefits.”
But what if that advice is costing you clarity in a crowded market?

In a rapid-fire episode of Wisdom From Wizards, I sat down with Sid Khaitan, Senior Product Marketing Manager at Beekeeper, to challenge that conventional wisdom. And Sid’s take may surprise you.

“There’s a sea of vague customer benefits out there,” Sid explains. “It’s often hard for your audience to understand what actually makes you different.”

Instead of defaulting to broad benefit statements, Sid suggests a more effective approach:
✅ Start with the pain, then
✅ Highlight the specific feature that solves it — and how it’s different from anything else out there.

This isn’t about listing technical specs. It’s about anchoring your message in clear, concrete differentiation. In an era where B2B buyers are inundated with sameness, clarity is a competitive weapon.

A Lesson for CEOs: It’s Not Either/Or

Too many companies view features and benefits as binary. Sid reminds us that it’s about sequencing, not silencing.
Lead with the pain point. Follow up with the feature that directly addresses it. Then close the loop with the outcome it delivers.

If your product is truly differentiated, don’t bury the lead.

🧠 Wisdom From Wizards is brought to you by Caribou Strategic, helping tech scaleups stand out and succeed with positioning, messaging, and go-to-market clarity.

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