A strong commercial story connects a real customer need to an offer people can understand, believe, and buy. Use this reading path to shape the proposition, explain the value, and plan how the business will deliver it.
Start with the question
Can your customer explain what improves, why your offer is different, and what makes the promise credible?
Recommended reading
Build the commercialization strategy
Start with the customer, the offer, and the route to market.
8 Steps to a Customer-Focused Product Commercialization Strategy
Clarify features and benefits
Connect what the product does with why a customer should care.
Product Features vs. Product Benefits: A Deep Dive into Customer Decision-Making
Develop a story customers recognize
Bring the business’s value into a clear narrative.
The Art of Storytelling in Marketing: Creating Compelling Narratives that Resonate
Test the proposition
Describe one customer situation, the improvement you promise, the evidence you have, and the capability that delivers it. Ask someone outside the product team to explain the offer back to you.
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Commercial Growth & Profitability · Channel Strategy & Retail Growth
Written and curated by Greg Bonsib, a commercial growth and marketing executive. Browse all articles.
Apply the ideas: Use Greg’s Commercial Growth Playbook and free diagnostic worksheet.