But our product is dry stuff

It’s not!

It solves a problem that businesses are willing to pay good money for.

It saves them a lot of hassle. Just imagine the trouble they would need to go through to solve the problem without you?

It’s a huge time saver form them. Knowing that they can rely on you provides them with peace of mind. Which in turn frees their mind to come up with better solutions for their customers.

It’s just not true that these things are dry. They are highly emotional. Because they are highly relevant.

It’s not the product that’s dry. It’s the story.

What makes a story dry is when the humans get written out of the story. When it’s only about features. And processes. Rather than what these features and processes enable the humans to do.

Businesses don’t lack sexy products.

They lack the courage to go beyond the features and see the humans who use their products. If it solves a real struggle, it’s almost guaranteed to be attractive (at least) or even sexy.

Consistency attracts

When you consistently brighten your team’s day.
When you consistently decide to skip the bullshit.
When you consistently promise only the things that you can be sure to be able to keep. And then consistently overdeliver.
When you are consistently more generous than people are used to from others.
When you consistently take responsibility for the consequences of your action.
When you consistently commit to lighting the path for those that don’t yet see what you see.

Then that consistency will attract. And spread. And possibly even become contagious.

On our own

Not everyone considers themselves a leader. Many are happy to follow when others move first. Many prefer it when someone provides direction.

But hardly anybody likes being pushed in that direction. Neither being pulled.

Because it turns out that people like to walk themselves. Show them why it’s worthwhile, enjoyable, risk-free, fun, hilarious, responsible or whatever the motivation might be in your case. When it resonates, then people will choose to move on that path. By themselves. Without you having to push or pull them.

It’s amazing to observe the resistance that immediately kicks in at the moment you start applying force.

It’s so much more powerful to illuminate the path for people to walk on rather than push someone along that path.

How can you reframe your pitch so that people see the path in a light that makes them want to take the first step as opposed to you having to persuade them?

Spread the Word

Picture of Dr. Michael Gerharz

Dr. Michael Gerharz