One of my favorite quotes is by Charles Revson, founder of Revlon Cosmetics - "In the factory we make cosmetics; in the drugstore we sell hope".
.. very relevant for the product manager role. Depending on the audience you are addressing to, you as a product manager need to communicate at the right level. To the customers and prospects, you are selling the benefits of your product and your company’s brand with the emphasis on how the product helps them solve real world problems. Although in some cases and for some audience (e.g., technical folks in the customer’s organization evaluating your product), you might be required to get into the details of how your product is built (e.g., review the architecture of the product to determine compliance with technical standards in the customer environment), for the most part you want to stick with talking about the benefits of your product and get the customer/prospect excited about how she is going to get the solution to the business problem by using your product. You really need to hammer home the points about customer advantage with your product and why the customer should buy from you.
