What Is the Lesson to Be Learned About Writing a Business

Multiple Choice

What is the lesson to be learned about writing a business plan from Leo Burnett's statement, "Don't tell people how good you make the goods; tell them how good your goods make them?"

A) The plan should emphasize the features of the company's products and services rather than their benefits.
B) The plan should describe how the business will transform tangible product or service features into important, but often intangible, customer benefits.
C) The plan should recognize that advertising is a waste of money for startup companies.
D) The plan should focus on developing sales in a niche rather than across an entire industry.