Bobby MoestaInnovator, Entrepreneur, Professor and Advisor

Do Not Focus on Sales! #sales #demandsidesales #bobmoesta

4 Aug 2023 · 1 min

Watch on YouTube

1:00

In this solo monologue, Bobby Moesta argues that businesses should shift their focus from traditional sales tactics to understanding how people actually buy. He illustrates his point with a personal anecdote about trying to purchase a camera for photographing his kids' sports events. While researching technical specs like f‑stop, megapixels, and shutter speed, he observes that camera manufacturers were competing with each other, creating increasingly complex and high‑end products that alienated average consumers. Apple entered the market with a simple, user‑friendly camera built into the iPhone, effectively disrupting the industry by targeting the low‑end, everyday buyer rather than the high‑end enthusiast. Moesta uses this story to highlight a broader lesson: companies often compete against each other instead of focusing on the customer's buying experience, leading to market mis‑alignment and missed opportunities.

Chapters

Instead of focusing on sales, how do we focus on how people buy? So let me tell you a quick story. My kids are playing soccer, playing hockey, playing baseball, all those kinds of things. And it turns out that every time I do a photograph, it turns out blurry like this. We either can pay for the photographs we get from the tournaments we go to, or we can get a camera. And I'm like, oh, I want to get a camera. And so I start down the rabbit hole, right? What is an f-stop? And what is the megapixels? And what is shutter speed and the focal length? And so in walks Apple. And you think about Apple. Was Apple, you know, the first iPhone had a camera, but it wasn't very good. You start to realize the most, the best camera is the camera with you. The camera companies started competing with each other as opposed to competing with the customer. It made it so sophisticated that at some point people just dropped out because it was too much. And so they end up being at the very high end of the market and not being able to actually understand what was happening at the low end of the market where Apple walked in and kind of killed it.