Bobby MoestaInnovator, Entrepreneur, Professor and Advisor

The Layers Language #sales #learningtobuild #bobmoesta

22 Sept 2023 · 1 min

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In this segment, the speaker argues that customers rarely know what they truly want, even when they think they do. He introduces a framework of three "layers of language" that customers use when describing needs. The first, the "pablum layer," consists of vague, surface‑level statements (e.g., "make it easier" or "add a calendar") that sound clear but lack depth. By asking "why," one can move to the second layer, the "fantasy/nightmare layer," where customers project idealized or feared outcomes and start listing desired features. The ultimate goal is to reach the third, "causal layer," which uncovers the underlying reasons behind the request. The speaker emphasizes that probing with "why" is essential to uncover true motivations and avoid building based on superficial wishes.

Chapters

Here's the thing. Customers have no idea what they want. Not a clue. Like, and when you— when they think they have a clue, they really still don't have a clue. Ooh, I want this feature. I want— we need a calendar. Why do you need a calendar? And so what happens is you actually have to unpack what they say. And there's 3 layers of language. The first one is what I call the pablum layer. This is where they use all these words. You think you understand. Oh, it needs to be easier. Oh, I know what that means. Great. Okay, we're gonna go make it easier. I need it to be faster. Okay, well, here's what faster is, right? But what we don't ask is why. And so when you ask why, you actually get to the next layer down, which is I call the fantasy— it's actually a nightmare layer, right? This is where they start to project what they want, right? And they start to say all the things that they would like to have or all the new features. But the ultimate thing you want to get down to is the causal layer, which is why.