Monetization Playbook #45–Don’t Sell a Product, Sell a Whole New Way of Thinking.
How to Sell a Whole New Way of Thinking
Don't Sell a Product, Sell a Whole New Way of Thinking.
—Mark Bonchek
Powerful content sometimes stops you in your tracks and shouts. Listen! Learn! Leverage!
Mark Bonchek authored one such megaphone piece a few years back.
Prescient today and indeed tomorrow–it lays out an approach which many startups have unwittingly adopted when transforming markets.
"Nothing else in the world…not all the armies…is so powerful as an idea whose time has come." –Victor Hugo
The approach is as follows:
The idea
What is your original insight?
Why is this insight unknown or misunderstood?
What is the eureka! Aha moment when explained to a customer.
The As-Is
How does the methodology work today? What are the current mental models.'
Traction - is the problem manifest in everybody's mind.
Transition - how can they use this. Which steps must they follow?
The Transformation
What are the new mental models or methods that the client can adopt
How this unique approach serves them in different contexts/situations
Before Slack–few people asked for group chat.
Why would they?
They could cc and bcc people on emails!