I mean, you've got to know your audience. There is an inherent trade off between specificity (which should hopefully improve your conversion rate) and generality (which should hopefully bring your message to more people).
Personally, when doing technical presales, I prefer to start very broad and keep cutting the domain in half as we go. To use an example from the article, if we're talking semiconductors, we can start broad with the problem ( I want to do x functionality for y price) then discuss solutions in various depths (eg all-in-one ic that's faster to market, or a discrete solution that is cheaper on the BOM), slapping on additional requirements and parameters as we narrow in on a solution.
Usually, defining the solution is a big part of the process, but there is a strong tendency to only talk about the solution, especially from engineers and marketers.
You don't want to alienate prospects by going to deep too quick, but you also don't want to insult them by telling them things they already know (or know more about than you!). It's a fine line.
Personally, when doing technical presales, I prefer to start very broad and keep cutting the domain in half as we go. To use an example from the article, if we're talking semiconductors, we can start broad with the problem ( I want to do x functionality for y price) then discuss solutions in various depths (eg all-in-one ic that's faster to market, or a discrete solution that is cheaper on the BOM), slapping on additional requirements and parameters as we narrow in on a solution.
Usually, defining the solution is a big part of the process, but there is a strong tendency to only talk about the solution, especially from engineers and marketers.
You don't want to alienate prospects by going to deep too quick, but you also don't want to insult them by telling them things they already know (or know more about than you!). It's a fine line.