This quote by Brian Tracy emphasizes the importance of focusing on functionality rather than form when describing a product. Rather than detailing what the product is, it’s more beneficial to explain what it does, how it can solve a problem, or how it can improve someone’s life. This approach is more likely to resonate with potential customers because they’re generally interested in how a product can benefit them personally.
For instance, instead of saying “this pen has an ergonomic design and uses high-quality ink,” you could say “this pen allows you to write comfortably for hours without strain and produces smooth, smudge-free lines.” The latter description focuses on the benefits the user will experience – comfort during long writing sessions and neat, professional-looking handwriting.
In today’s world where consumers are bombarded with endless choices and products, this advice is even more pertinent. People want solutions to their problems or improvements in their lives rather than just another item. For example, people don’t buy smart home devices for their sleek designs or advanced technology; they buy them for convenience – being able to control various aspects of their home from one device.
In terms of personal development too, this concept holds true. When setting personal goals or seeking self-improvement methods we should focus on ‘what we want to achieve’ (the function) not just ‘what we are doing’ (the form). For instance: instead of saying “I am reading books about entrepreneurship”, one might say “I am learning strategies for successful entrepreneurship”. Here again the emphasis shifts from action (reading) towards outcome (learning strategies).
This approach helps us stay focused on our end goals and makes our efforts more meaningful as we understand clearly why we are doing what we are doing – not just going through motions but moving towards desired change or improvement.