2 builders who never spoke to each other

Prove the old way is broken before you sell

Nobody accepts a new format until they agree the current one fails, so build the argument as a chain: name the behaviour that is broken, walk through why each existing fix falls short, then arrive at what you sell. Setting up a gap in time does the same job, showing that the rest of life moved on while this one task stayed where it was.

The method

1. 01

   Build the point of view as a short chain: name the broken behaviour, list why the existing fixes fail, then present your format as the answer.

2. 02

   Build the pitch on a gap in time: show that customers already live in a world of instant everything while business buying still runs on waiting.

What it returned

• Loom argued remote team communication was broken, that meetings, calls and email each fail, and that async video was the fix

• The Drift HYPERGROWTH keynote established the present using chat, social media and Amazon Go, then set business purchasing against it as the thing still stuck in the past.

Sources

• #HYPERGROWTH18: The Cheat Sheet | Corey HainesDavid Cancel · corey.co · David Cancel · 2018-09-07
• How Loom Created a CategoryHarry Dry · Marketing Examples · undated