Make your message clear 1. What do you do? 2. What problem do you solve? 3. Who is your customer? 4. Why should they care?
The Compelling Reason to Buy• Only a Must Have Value Prop is strong enough• Should-have propositions won’t normally cut it
3 sources of must-have conditions(G Moore, pg 102-103)• It enables a previously unavailable strategic capability that provides a dramatic competitive advantage in an area of prime operational focus• It radically improves productivity on an already well- understood critical success factor• It visibly, verifiably, and significantly reduces current totaö overall operating costs