Say something people want
Summary
Greg Kogan argues that startups fail to connect with buyers because founders talk about features or categories rather than what customers actually want. The piece recommends telling a product's value through aspirational outcomes, desires, and concrete requirements, supported by interviews with buyers and examples from Slack, Cloudflare, Fin, Wiz, and Harvey. It also cautions against traditional positioning and provides a practical process to discover what people want by talking to users.