A field guide for B2B technology teams
Find the people who understand the value.
The people who know your technology best hold one part of the story. The people whose work changes can help you tell the rest.
Free PDF. Worksheet included. No email required.
Start with the technology
How it works
Listen to the people doing the work
What changes when it works
Your next messaging insight may be closer to the work.
When the feature list is clear but the value story is hard to explain, broaden the conversation.
Technical teams can validate what is possible. Buyers can explain priorities and constraints. Operators and users can describe interruptions, workarounds, and the changes that matter in practice.
This guide helps product, marketing, and customer teams connect those perspectives to a credible value story.
A practical starting point
Listen for the change.
01 / Find the people
Map who knows what.
Include the people who validate the technology, approve the investment, and experience the work.
02 / Follow the work
Ask about a real moment.
What were they trying to do? Where did it break down? What did they learn to work around?
03 / Build the evidence
Connect the change to proof.
Keep the customer’s language. Check what changed, why it mattered, and what supports the claim.
An illustrative translation
From a technical claim to a value story.
How it works
Persistent, controlled private connectivity.
What changes when it works
Moving equipment stays connected as work moves across the facility.
The potential value: fewer interruptions and less manual intervention. The next step: verify the change through observations, deployment records, or measured results.
Illustrative example, not a verified customer result. A compelling sentence still needs evidence.
Put it to work
Start with one customer conversation.
Use the guide to choose whom to speak with, ask more useful questions, and draft a value statement your evidence can support.
- A map of the people who hold different parts of the story
- Seven questions to uncover the language of the work
- A worked example and a one-page worksheet
Four pages, including the worksheet.
A one-page starting point for your next interview.
Why your discovery process needs more than one kind of expert.
Customer insight and messaging
Make the value of your technology easier to explain.
Show & Tell can help you find the people, language, and evidence that make the story clear.
Show & Tell · Customer insight and messaging
Find the People Who Understand the Value