Any associate at an Apple store can tell you that the new iPhone comes with two, or even three, cameras. But can they explain why we should care?

It’s simple enough for a car salesman to report that the engine in new cars stops when the car stops. But do they know how that affects the driver?

The first step in selling a product, or an idea, is understanding what it is. That’s the ante just to get a seat at the table.

But to take the sales game to the next level, the salesman has to be able to articulate how that affects the user and why they should care.

The guy at the Apple store doesn’t need to be an expert in photography, but they need to be able to at least explain how the redundant camera enables more advanced features. Just like the car salesman doesn’t need to have a firm grasp of the thermodynamics at play in a start-stop engine, but she needs to be able to convince the driver that this feature helps them save money on gas.

We don’t need to know everything. But we at least need to be able to scratch the surface.

-Brandon