The new Apple ad exemplifies this.
Nowhere does it talk about the RAM or the OS or the Gorilla glass - it talks instead of the user. The person with the iPhone and what you as user can do with it. It is not about the greatness of the phone, but the power that the user has with the phone. It sounds obvious, but most often people talk about products and their greatness and not so much about about what a user can do with it.
And linking this back to work - do you talk about your projects and programs or do you tell the user how it makes them powerful.
Putting the user in the centre, as it were..