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Once upon a time, most companies sold products that customers could see. A shiny car. A colorful shirt. Easy to photograph, easy to understand.
Today more products tend to less visual. You can’t take a picture of a firewall, for example.
Or sometimes they’re not very interesting to look at. A revolutionary new drug may look like any other pill. A financial services product turns into yet another set of pie charts.
How do you sell a product the customer can’t see?