What’s the core idea behind your business?

People who gravitate toward a Nike running shoe, for instance, aren’t focused on the quality of the rubber used to make the sole or the strength of the reinforcements around the shoelace holes. They’re not attracted by specific features, but rather by the benefit the shoe promises: victory. Their connection to the brand is primarily emotional.
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That’s not me talking.
That’s Arlene Dickinson talking in her book titled Persuasion.

My 2¢:
a. Do you constantly and compellingly communicate your core idea to your target audience?
b.  What emotional benefits does your product or service provide to your target audience?