Instead of pitching offerings, build an idea universe around your customer.

Instead of pitching offerings, build an idea universe around your customer.

I just helped a $2000 Coffee client figure out how to get past the ‘pitch what you got and see what sticks’ paradigm. This client, who works in an exciting area of tech entertainment, is well-versed in idea pitching. In fact, he and his competitors live and die by pitching the hottest, latest thing to buyers. What’s the downside? I’d say the frustration of “having your idea rejected because, well, because the buyer is grumpy” ranks at the top of the list. Followed by “pitching an idea, only to find your nearest competitor just ripped off your idea and is […]

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