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A force multipler
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If you're thinking in terms of how to change the game —not just "get better", but to shift how things work— you need a few things. Between a force or a force multiplier*, you'd better take this last one. And one thing that multiplies the force your business is is your thinking. It's how you operate. How you approach things. How you think. To know that in a structured way, you need to articulate it. And to articulate it, you need to think with your fingers. You need to publish. You need to write. That one little thing can change the way your market sees you. And that's your game-changer. *Lioness TV Show —deff worth to watch. :) |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Reach is not what will deliver you change. Just because you’re in contact with more people, it doesn't mean your results will shift and/or improve. Hope is not a tactic. You have to be selective and make the hard choices, so that you can focus. Once focused, getting in front of the right people gets simpler (and easier). Instead of the big fish in the big pond, you get to be the big fish in the small pond.
Set your costs, then your price. Build a brand, then your customers. Set the metric, then the result. We have it backwards. Pricing: find the value, then set a price, then figure out what makes sense for you to charge for that price. Brand: design your customers, they’ll build your brand. And you’ll find the red thread on all of those brands, to make a cohesive one. Metrics: figure out what you want as the outcome. Then think of the result, then the measurement. The metric is the measurement...
Markup and cost-plus are not the only ways Pricing doesn’t get to be built up from the ground up. (And it's not math either). It’s not about how much something costs you and how much more you want to make. It doesn’t have to do anything with how much you know, how much time you spent learning your craft, how much effort you put into, or how much you think you deserve. It has to do with how much of the value (what’s important to your customers) they find reasonable for them to pay —and be...