A marketing framework with five steps: identify your ideal customer, define the problem blocking them, explain how you'll solve it, build the product to deliver that solution, and structure the offer so buying is easy.
There are 4 levels of marketing. The first one is who's the customer? Who do you want to be a hero to? Who are the people whose lives are going to be improved? The companies whose, you know, profit losses will be improved as a result of your intervention and have it happen in a remarkable way. The second is what's the job to be done? What is the problem that they have that is holding them back from being able to achieve what they could achieve? And basically the premise by which you think that you can be a hero. Third is going to be what is the promise that you can make? What is the change? What was the really the mechanism by which you're going to deliver this value, this change that they need to have happen into their lives. Fourth is what is the actual product— that's where the technical part comes in— that you're going to bring to bear? What is your ability to execute on it? And then fifth, this is important, it's gonna be what's the offer? And then how does this get structured from a pricing and packaging and positioning point of view that is going to make this super, super, super easy for your customer to buy so they can get your product implemented and have solved that thing that's been such a real life support?
