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Understanding Features vs. Benefits: A Lesson from Robert Fulton and Napoleon

This narrative highlights the distinction between product features and customer benefits through the historical interaction between inventor Robert Fulton and Napoleon Bonaparte. Fulton presents a groundbreaking submarine designed to transport soldiers unseen across the English Channel. Initially dismissed due to features alone, Napoleon's interest piqued when he understood the potential benefits of military strategy. This story emphasizes the importance of communicating benefits to capture interest and drive decisions, showcasing how true value lies in the advantages offered to the customer.

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Understanding Features vs. Benefits: A Lesson from Robert Fulton and Napoleon

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Presentation Transcript

  1. Features or Benefits?You Decide Robert Fulton: “Sir, I have invented a boat that operates under water. Last week I tested it in the Seine and it submerged to a depth of 10 meters and sailed for 2 kilometers at a speed of 3 knots. It is operated by a hand-driven propeller and has a porthole so you can see underwater.” Napolean’s Reaction? “Not interested.”

  2. Features or Benefits?You Decide Robert Fulton: “Sir, do you desire to defeat the British army?” Napolean: “Yes.” Fulton: What is the one obstacle that prevents your invincible French army from smashing the British army on its own soil?” Napolean: Of course, the English Channel.” (And the British navy) Fulton: Suppose I could provide you with a way to move your soldiers across the channel in such a way that the British could not see them until they reached the English coast. Would that be of interest to you?” Napolean: “Sold!!!”

  3. Features vs. Benefits:What Is Really of Interest to the Customer? • Feature – a technical aspect of the product • Materials used • Characteristics of materials • How fast the product works • How much maintenance is required • Size • Shape • Color • Benefit– a definable advantage, improvement or satisfaction that the • customer acquires from a feature

  4. Features 512 MB DDR SD RAM 40 GB HD Intel Pentium 4 1.6 GHz CD-RW / DVD-ROM 14.1” Monitor 5.4 lbs Benefits Easily carry your laptop on business trips. Small enough to use on an airplane. It’s snappy – Get your work done quick! Features vs Benefits

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