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?"

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.