Nobody wakes up excited to hear about your product’s features.
They wake up with problems. Annoyances. Frustrations.
People don’t care about your cutting-edge Proptech or elegant designs.
They care if their packages arrive on time, their headaches disappear, or their workflow feels smoother.
If your solution is wrapped in jargon, it’s invisible.
It’s gross.
Marketing that talks about you—your features, benefits, awards—is noise.
More so today than ever.
Marketing that talks about people is compelling.
Someone in pain doesn’t want a list of the medicine’s ingredients; they want to know it works.
Shift your focus.
Stop pitching.
Start listening.
When you deeply understand the problem, the solution sells itself.
The resident with a leaky faucet doesn’t need a plumbing lecture.
They need water running, and they need it now.
This doesn’t mean abandoning storytelling or design.
It means flipping the script.
Instead of “Look at us,” it should be “We see you, we hear you, and we care.” We’ve got this.”
People are selfish.
And that’s not an insult.
It’s reality.
Your job isn’t to fight it—it’s to embrace it.
Solve problems.
Talk about the person, not the product.
They’ll remember how you made them feel, not the features you rattled off.
“Your audience doesn’t care what you make. They care what you make possible.” – Mike Brewer