We’re so convinced about our value proposition that we think everyone should buy it. We’re so convinced about our value proposition that we try to convince everyone we believe should buy it to actually, erm, buy it. We’re so convinced by our value proposition that we don’t listen to what they say or care about what they’re thinking, we only care about what we’re saying – looking for the magic formula of words that will unlock the promise for them so they understand just how wise they’d be to take their hands out of their pockets.
Sure, you have to be convinced by your own value proposition. The trick then is to find people who are already in the market for that value, not to convince everyone else that they should be. Ears are more important than mouths for this.
Skippy strategy: Get your mouth out of your ears’ way.
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