I can list what our product does all day long, the features, the specs, the things it's got. But the moment someone asks why they should care, why us and not the other guys, I go blank. I can describe the thing perfectly and still not tell you what it's for or who it's really for.
More people experience this than they realize.
You can describe features but articulating why anyone should care defeats you.
If this sounds familiar, the Library can help you find the bigger picture.