In case when we have a key disadvantage that stops us from achieving the goal, we know what to do. But in situation when we have a key positive feature, this is not obvious how to proceed. This work is trying to start a discussion about this direction using a TRIZ toolbox. From many possibilities it looks that none of them is not a perfect choice.In TRIZ there are many tools that use the opposite state as a source of new, creative ideas. The author just builds a hypothesis that something should exist as a mirror tool compared to CECA (Cause and Effect Chain Analysis). The base, starting point will be not a disadvantage but a unique, positive feature that will be used for creation of marketing message. All those results should pay off in the future and make a stronger position company on the market.The present work is only a proposal on how to deal and fulfill the gap in the very narrow area – transfer features into benefit language.Better understanding purpose decision of buying from perspective specific features and parameters of existing products or services will be another strong advantage for using TRIZ by wilder spectrum on clients.