🔍 The hidden cost of late messaging

Hi there,

Ever feel like your team is doing gymnastics to explain what you do; or defaulting to product-first pitches? Let’s make their lives easier …

Last week, I was chatting with a pal who led teams at Uber, and he said to me:

Here’s the thing: if you get the product story straight right from the start, they’re not going to be stuck reinventing the wheel in every conversation.

The low effort, high impact shift

Think of it like this.

For Uber, the job-to-be-done was getting from A to B fast. The big struggle? Passengers were stuck waiting in the rain for an uncertain taxi, never knowing if or when it would arrive.

That’s where Uber flipped the script. Uber’s edge was showing you precisely when your ride was going to arrive; right from your phone.

Quick framework to try today:

1. 🔍 Struggle: Pinpoint your customer’s struggling moment.

2. 🎯 Progress: Define the job or progress they’re chasing.

3. 🌟 Positioning: Show how you’re best placed to deliver.

That’s your north star. Once that’s clear, your sales team can stop sweating the basics and start having real conversations that fit each customer’s world.

Take a few minutes to map it out, then test it in the field. Watch those conversations shift.

Speak soon, 

Peter

P.S. We run a half-day value proposition workshop that quickly aligns your whole team behind your ideal customer profile and maps your product’s value. It’s designed to help you approach your next opportunity with confidence. Interested? Just hit reply 👍 I’ll send you a video introduction.

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