Your current customers love it. New buyers don't get it

Your current customers love what you do. New prospects keep walking past. Gerard's diagnosis: that gap is a positioning problem. The way you present your solution is failing to resonate, or it is too complicated to understand quickly. The tell is the phone call. If every deal needs you on the phone to explain the product before it closes, the positioning is doing too little work. Positioning is the discipline of presenting your solution so a market understands it easily, and understands why you are the best at what you do. The product itself is rarely the issue. Inferior products win huge market share all the time because they are positioned clearly. Getting that presentation right will have a bigger impact on your future success than another round of product improvements.