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# Kelford Labs Daily: Understand, then articulate
- URL: https://kelfordinc.com/kelford-labs-daily-understand-then-articulate/
- Published: 2024-03-13T11:07:00.000Z
- Updated: 2026-01-18T15:16:17.000Z
- Description: Value, then verbiage.
- Author: Joel Kelly
- Tags: Daily Labs, value, clarity, writing, books

> “The project that’s been on the Monday morning job sheet the longest is the development company’s own website, not because they don’t know how to build great websites but because they don’t know what to say.”  
>  
> — David C. Baker, *The Business of Expertise*

When a company doesn’t know what to *say* to attract their ideal customers, the problem isn’t a lack of *words* or articulation.

It’s a lack of understanding.

**Of what? Of their true value *in the eyes of their customers*.**

Every business starts with a desire to help. But many businesses forget to *understand* the people they’re ostensibly trying to aid.

But if marketing is the art and science of demonstrating value at a distance, we need to understand what that value *is* to the people for whom we aim to provide it.

Because before we can write or express *words*, we need to understand ideas, feelings, sentiments, and desires.

**We need to have an innate, fingertip sense of what our best customers care about most, and what they value above everything else.**

Only *then* can we craft words to demonstrate that value.

📫

Feedback? Email labs@kelfordinc.com