AI will replace you when it can do the things that you do better than you. If you have bad sales calls. It will replace you. If you are general

Yesterday’s message was about how to help your customers for free. When that option is already out of the way, you can help them Offering options. 3 different layers of

You’re on a mission to help, aren’t you? Giving options lets you do that at different levels. The first one you can try is free. For free? Yes and No.

It’s common to have great products that focus their efforts for sales on price as their main differentiator. “If we are the cheaper and most efficient alternative, they’ll buy.” “We

“You break things from the inside”One of the best compliments. Ever. If you don’t break them from the inside, you’ll let others break it from the outside —for you. Breaking

Whoever tells you “Price is a range, not a number” is bullshitting you. Price IS a number. A fixed one. And given beforehand your customer makes their buying decision.

Your customer acquisition / lead generation is not failing because your work isn’t good enough, or because you don’t have enough leads. While lead generation could be an issue, it

Price doesn’t have to make sense for you AND your customers. It has to make sense to them.

More words, more convincing, more self-investment in the sale, more excitement, more proof, more references, more… noise. Just because you use more words and make things more complex, what really

Business playbook Brand playbook Marketing playbook Sales playbook Product playbook They’re best practices slightly tweaked. Something new (to you), but not different. Most of them, shallow. Following a script. Inflexible

LLMs are awesome language prediction models that tend, as with anything that’s scaled-up, to the average. They’re great at helping you see patterns —when you have learned what patterns look

“The order of the factors does not change the product”… until it does. When entering a market, do you look for the right product for the market? Or do you

Pricing is how a business sets a price for an offer. It can be based on costs, marked up on a market assumption, based on the capital invested, on the

A price is a signal to the market. It’s the representation of your promise. If it’s high, it means it’s a premium / expensive / worth the money. If it’s

The more you run will not necessarily get you farther. The more effort you put, the more complex you make things (either for yourself or for your customers), the more

“The best marketing is a product people want to talk about.” Nope. The best marketing is helping your customers. Helping them in such a way that they will LOVE to

That something seems like a big potential win can be mistaken with an opportunity. Without assessing properly the trade-offs, the implications of pursuing it, the motivations behind, all you’ll get

In your field, what’s the thing that makes you different? If you could say only ONE thing to make your case, what would it be? When you are different, yet

The first trap: good, better, best. You’ve seen them pretty much everywhere: SaaS, productized services, services, products, subscriptions… While it would make sense to offer tiers named “Good, Better, Best”

Everything now is an agent. And here’s people trying to create a digital twin that “acts” and “thinks” like them. Here’s the thing, it goes against what agency means: the

There’s the assumption that Help is something to be done asking for nothing in exchange. If that were true —bear with me on this one— any of the following would

“You’re always trying to sell.” “You’re always selling.” One is the neediness and the push to make a deal happen. It’s looking for an angle on how to make the

“Companies need to sustain their operations, therefore, the customer needs to pay the price for it.” Customers are not responsible for your operations. They don’t care. They will NOT care.

“My customers say my prices are too expensive. How do I justify the price to them?” Next thing up: you’re looking up for features, benefits and arguments to make your

Pre-S: Back on the horse (pt. 2). After some time off publishing and emailing (the writing —fortunately— didn’t stop), we’re back on the horse. Tricks are used to deceive people,

Many people in sales think that’s charm what gets them to keep accounts and/or close deals. It’s not. In the vast majority of cases what gets (mis)labeled with charm is:

Is it bad to keep the same price for 10 years? Or is it good to keep the same price for 10 years? Same. No incremental raises, no inflation, no

Knowing how to do their thing is what differentiates experts from non-experts. Now, it’s not only knowing how to. Having this in the back of your head makes it visible,

If you are highly competent and care about your customers, you probably have a savior complex. You care about them, for their success, and want to help them at best

Business = Design How a business operates, how it chooses, how it makes money, who it serves. How the business sees the world. Intentionally or not, it follows a design.