This is process and feelings view of the product/service (“p/s”). How did the client feel about the work done? How did they engage and what was it like to meet the challenges? How did the client feel after the work was done and what in turn did the work do for their self-image and process?
These are all about relationship and process.
An example that ‘brings to ground’ some conceptual topic. If your p/s is not serving coffee or bulldozers, chances are you could really benefit from these types of examples. For example: your client sells consulting services and products for ‘Smart Energy Grids’. Examples of energy usage would work very well here. Show a lamp, show a wind turbine, show and electric car – show how they work together with your client’s product.
These examples are about clarity and tangibility.