Finding the Trigger
Not the firearms kind. The switching kind.
If you’re an Average Entrepreneur, you’ve been indoctrinated to love the problem. Not your solution.
I repeated that mantra for many years. Now, I think there’s something more important.
You need to find the trigger that causes someone to switch. Anyone spending time in a sales role knows your fiercest competition is the status quo.
Which means good enough is good enough.
No pitch will dislodge that. Whatever the problem is.
Now, someone who has been triggered is a candidate for a sale or switching. They are already searching. In motion. Evaluating alternatives. Spotting that motion is relatively easy.
Finding the trigger. That singular point that got them started. That’s hard.
A trigger can be internal or external. An example of an external trigger: everything related to AI. Every entrepreneur appears to be embracing it. It’s a thing. I get it.
But equally powerful are internal triggers. What causes someone to lose weight, buy a new mattress, or expand internationally?
Internal triggers are much harder to find. And I don’t have a playbook for you. Yet.
To close. For years, I coached entrepreneurs to answer three questions:
So what?
Who cares?
Why you?
I’m adding a fourth: Why now?
Press on,
...Jerry