Gems are not tangible features and benefits. They arise from extraordinary and often unexpected incidents where you performed beyond expectations. They are rarely written into web and print marketing campaigns.
Some years back I was working for a large aerospace company. During informal discussions with engineers, I discovered the 'gem' that would give them an important negotiating advantage.
The company designed and supplied carbon brakes to major airlines. They also equipped the 'land speed record-breaking car' (Thrust SSC) with carbon brakes.
The British driver said American engineers told him 'if both parachutes fail, it would be impossible to stop the car at 600mph using carbon disc brakes.'
Well, during tests, both parachutes failed. And the carbon disc brakes succeeded in stopping the car - exceeding everyone's expectations and proving their reliability.
your hidden gems
and how to find them