Feature Advantage Benefit Tool - Use this tool to create a matrix of product features, advantages, and benefits.
By Jerry Rackley
I worked at a small software company from 1993 to 2000. It was a great environment and learning laboratory. In fact, some of the most practical and relevant marketing lessons learned during my career came from this period. Quite often, these lessons were learned the hard way, from making mistakes. Fortunately, we were quick learners and, and we recovered from our mistakes. Lessons learned the hard way stick with you.
