We’re four weeks into Q4 2021. It’s the time of the year that determines whether it’s been a success or not. Some software companies I talk to proudly tell me they are well ahead of target. Others have concerns – they still have to bridge a significant gap in the coming eight weeks…
There’s no time to overhaul your entire company, marketing, or sales strategy. But there are simple things you can do to turn the odds in your favor.
A couple of weeks ago, I had Radhika Dutt on my podcast, the author of Radical Product Thinking. One thing we focused on was: “What defines a good vision.”
And we deliberately stressed ‘good’ vision. Cause many are not good – and that holds companies back in many ways:
👉 it’s internally focused – and doesn’t drive the discretionary effort of your employees
👉 It’s vague – and doesn’t hit the right nerve with potential customers
👉 It’s about what you do – and that’s not what customers care about
👉 It’s inspiring – but too high-level, therefore creates a disconnect with no sense of urgency
Getting it right is hard – but not impossible.
It’s a small step to go from your company vision to painting a vision for your customer, i.e., how your product will help them make a difference, how others will notice that, and how this will make them feel.
In my book The Remarkable effect (download a free Kindle version here), I describe the ten traits that define the software businesses we keep talking about. And trait #9 is instrumental for this topic: “They sell the idea, not the product.”
Your big idea is the critical connection between and your sweet-spot market. So sharing that big idea becomes your force—the massive push in your back.
And the power of that should not be underestimated. Here are three reasons:
👉 By owning the idea, you own the audience. This is about the fact that big ideas change perspectives.
👉 It unlocks the money. If people believe in the idea and that this will help them make a difference, they will happily pay a premium.
👉 It helps you create a flywheel. It drives word of mouth.
Back to the next eight weeks. There’s one question worth asking when you send out that next email, when you prepare for that subsequent sales call, or when you give that final presentation to that group of decision-makers:
Out of everything they now know, what’s the big idea they should leave with?
Make sure this idea is highly valuable to them and critical on their agenda.