Features vs. Benefits

You probably have a smartphone with a data plan. When you turn on the phone you see those little bars letting you know the strength of the current signal, (sort of easy to understand - more bars is better even if we aren't totally sure how much better).Do I need this? I don't know, really.

You probably also see on the phone some kind of 'network' indicator as well - it could be something like 3G or 4G or LTE - that kind of thing. And while we recognize, or at least assume, that '4G' has to be better than '3G', after all it's a whole additional 'G', once LTE or LTZ or any other tiny technical code gets introduced to the equation, well then it gets much tougher unless you are really into this kind of thing, what is better or worse and how much better or worse. I suppose there are folks who have upgraded their devices or switched carriers in order to obtain that additional 'G', and have some direct and hands-on experience that allows them to more precisely judge the addtional benefits of the extra 'G'. But most of us, and for sure most non-technical folks, or as they are sometimes called 'normals', we only know that 4G is better, somehow, and we think we should want it. 

A message certainly, reinforced by millions and millions of dollars of carrier and device manufacturer advertising. If you don't think so, just think about the AT&T TV spots with the little girl going on and on about 'more' and 'we want more.' I'm sick of that kid.

But 3G or 4G or even the things like coverage maps that the carriers talk about all the time aren't really why anyone has a smartphone and pays for a data plan. The 'G' level is just a feature. It matters to engineers and I suppose marketers, but not to probably 95% of the actual smartphone users. What matters is what additional work or entertainment or fun that the extra 'G' will provide. What matters are the benefits of the technology.

Almost no one not directly involved in the creation of a technology cares all that much about features.

But just about everyone cares about benefits.

Even the little girl who can't stop talking about 'more'.