Biomedical innovation enhances our ability to diagnose, prevent, and treat many infectious diseases, with unprecedented opportunities to reduce death and disability. Innovative vaccines, therapeutics, ...

Answer: Customers buy product benefits, which are abstract concepts. You can find benefits by asking the simple question: What do you mean by that? This is from an old technique called "funneling." ...

If you ask the average shopper why they buy a product or service, many will say it all comes down to benefits. People are typically inclined to buy things that improve their lives and make complicated ...

We’ve all heard late-night advertisements touting amazing product features: “It slices! It dices! But wait — there’s more!” For those of us old enough to remember these immortal words of Ronald M.