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Velocity White Paper
 TheHierarchy of Benefits
How to connect yourtechnology features to yourhigh-order benefits and viceversa.
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Velocity White Paper
 The Hierarchy of Benefits
How to connect your technology featuresto your high-order benefits and viceversa.
Doug KesslerContactinfo@velocitypartners.co.uk When companies bring Velocity in to ‘sort out theirmessages’, we always ask what’s wrong with the waythey’re currently telling their story.A surprising number say something like, “We’re okaytalking about our technology and not so bad talkingabout the topline benefits, but there seems to be a gapsomewhere in between.”Even if they don’t say that, they ought to – becausealmost every technology company seems to get stucktrying to find the right balance between tech-talk,feature-speak and business benefits.If all you do is talk big benefits, there’s no credibility. If you spend all your time on features, it’s a big, “Sowhat?’. To explore the issue, we like to present the VelocityHierarchy of Benefits, which starts out lookingsomething like this (with the client’s real features andbenefits inserted):
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