I'm this sub-tread's "grandfather." It was my list up the tree.

My first reaction was to agree with you. But then I realized how many times I've landed on a page and thought, "Ok. Sounds cool. But WTF is it?" :)

I agree. The two questions go hand in hand. But before you can tell me "what's in it for me" we had both be sure it's perfectly clear (WTF) it is. That is, I think too many brands don't step far enough outside themselves to see it how someone with zero previous exposure to the brand / product might see it.

I think my point was that is you're not covering "what is it?" when you're answering "what's in it for me?" you're not actually covering "what's in it for me?" (if that makes sense).

To successfully demonstrate the value, you need to convey how that value's delivered in my view.

I disgree - a lightbulb what it is it? "An object that instantaneously casts illumination at the flick of a switch" What's in it for me? "Gain the ability to see at night. Stop walking into walls, falling down stairs and treading on Lego"