I don’t like that. That’s how I’ve ended up launching to crickets. And that’s not fun at all.”
Jonathan Stark on The Business Of Authority [02:24]
Jonathan, in his now reverse-engineering of how to approach the market makes 2 main questions:
How to do the thing so it keeps the promise to the person?
How do I articulate it in a way they will understand?
Responding to
- What is this [thing]?
- How do i talk about it?
- Who is it for?
Here’s what happens
The Flip.
You stop talking about yourself: my product, my years of experience, our clients, our values, our mission.
To talk about your customers: your problem, your pain points, your future desired state, the transformation you’re after.
With this, you’re not trying to fit into a market anymore.
I mean, why would you want to fit in?
What you’re doing is seeing a gap your clients have, between what is and what could be.
Taking that gap in your own way makes you stand out.
Because trying to not fit in… that’s intentional. ????