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I’ve talked about the power of metaphors in selling technology, but what of the use of metaphors in shaping how we view our own roles in the sale?
For this I’ll use the metaphor of Hunters vs Farmers.
Hunters chase their quarry.
Farmers sit and wait.
In industry terms, hunting is far sexier, carries far more appeal and glamor than simply sitting and waiting it out.
Hunting is the next big thing, finding that one killer app, that insight, that silver bullet that will change everything.
We are an industry of hunters by training.
We’re not used to sitting around waiting for things to happen.
We like to pick up our spears and go chase down the next big thing, celebrating our kill and feasting on the rewards.
Farming is doing the work.