3 builders who never spoke to each other

Name your own mechanism and sell that

Write down every small thing that makes your offer different, put one good label on the bundle, and pitch the label so nobody else is selling the same object and the prospect has to ask what it means. Naming what you are not is half the work, since it tells you which requests to demote, and the buyer wants the conclusion rather than the raw material to analyse.

The method

1. 01

   Coin your own named mechanism and pitch that instead, so nobody else is selling the same thing and a prospect feels pulled to ask what it means.

2. 02

   Build the named mechanism by writing down every small element that makes your current offer different and then putting one good-sounding label on the bundle, with no design work involved.

3. 03

   Naming what you are not is half the value of repositioning, because it tells you which requests to demote.

4. 04

   Sell the conclusion rather than the raw material, so the buyer does not have to do the analysis to get value.

What it returned

• His invented examples are a Growth Amplifier Matrix aimed at e-commerce brands stuck under seven figures and an Impact Velocity Method aimed at mobile app engagement. He notes that an unfamiliar phrase makes people curious enough to want it explained.

• He argues this is what branding actually amounts to in practice, minus the logos and visuals usually attached to the word.

• Described as insights as a service: the provider runs the pattern finding and prediction and hands over the finding.

Sources

• The Service Identity Lever – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · The Service Identity Lever · 2024-02-12
• Repositioning Podscan: From Monitoring to Data Platform – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · The Value of Focus · 2025-03-28
• Data as a Service: Use Cases, Data Accuracy, Data TrustsDru Riley · trends.vc · What is Insights as a Service ? · 2023-06-28