True enough. Having a clear, easy to understand process for prospects and customers is critical. And you're right, very few technology consultants have bothered to really think it through.
Yes, it's a pain in the ass to develop. Anything worthwhile is. And the learning and honing never stops.
What I'm continuing to work on is developing an emotional hook instead of a logical one. I'm not saying that at some point you won't need a logical one but I think the emotional one is much more powerful. That's one of the goals of making videos like Bob's Barbecue.