“Our app uses AI-powered algorithms!” said the founder with a smile. “That’s nice,” replied the customer, “but how does it help me?” This interaction happens more often than you’d think. You’ve probably heard, “Features tell, but benefits sell,” and there’s a good reason this phrase keeps coming up. Think about it this way: people care more about how something makes their life better than a long list of fancy features. This matters whether you’re starting a small business, already have a big...