But wait—aren’t many companies taking a fundamentally
different approach by becoming more solutionsfocused?
You be the judge. If you don’t think the productcentric
“feature/function” mindset is alive and well, just
visit a few thousand Web sites. Later in the book, we will
present a high-level analysis of several hundred corporate
Web sites. Whether business-to-business (B2B) or business-
to-consumer (B2C) related, how many of them actually
delve into specifics about customer problems, challenges,
and needs? We don’t mean a list; we mean real
details about actual problems, specific causes of the problems,
the personal or business impact of the problems, and
the capabilities required to solve the problems or meet the
needs—in a measurable way. On business Web sites, we
often encounter a section called “Solutions”; however,
most of the solutions content is just repackaged productor
service-related jargon. In Part Two of this book, we will
discuss these pseudo-solutions in greater detail.
Part One: A New Sales Environment