Wilkins did something else.
Leo stared at the spreadsheet until the numbers blurred. He had the best product in the world—a smart water bottle that tracked hydration and glowed when you were low. The problem was, no one was buying it.
He filmed a 30-second video. No fancy studio. Just an office worker rubbing her temples, then glancing at a soft blue glow from her bag. She drinks. She smiles. The headache fades. what is wilkins marketing?
A competitor called, baffled. “Same bottle. Same factory. Why you?”
He never mentioned the motor’s RPMs. He talked about Saturday mornings, crawling babies, and the smell of a clean house after a long week. Wilkins did something else
Leo smiled. “You’re selling water bottles,” he said. “We’re selling the end of the afternoon headache.”
Leo closed the journal. He looked at his own ads: “500ml capacity. LED sensor. BPA-free.” He was selling specs, not relief. The problem was, no one was buying it
That night, he rewrote everything.