The change must be a discrete, 0-to-1 shift The stakes for marketers and salespeople that Drift targets? Winners will engage through those channels, while losers will keep sending email. At first, I often hear statements like this: In my work with leadership teams, I start by asking them to articulate what has changed. Trouble is, an incremental shift (“increasingly”) isn’t jarring enough to loosen the status quo’s iron grip. Instead, declare a discrete change-a 0-to-1 disruption- even if it feels like you’re exaggerating. Zuora’s “subscription economy” proclamation is immensely powerful, even though it doesn’t quite stand up to rigorous scrutiny. (We still buy most things outright.) Drift’s change statement, too, is hyperbole. (Most of us still use email.) They work because their finality pries open audiences’s minds to the possibility that the rules of the game have changed in a fundamental, permanent way. Lately, when working with teams on change statements, I’ve found that the sketch below helps me elicit discrete (not incremental) ones. Yes, change happens over time, but how has it reached a tipping point such that your audience now lives in a different world?īy the way, there’s a similar dynamic in epic films and myths. The hero, called to action by an incremental change, initially hangs back. (“I can’t get involved,” he says, sounding eerily like an unconvinced enterprise buyer.) (Mythologist Joseph Campbell famously dubbed it “refusal of the call.”) In Star Wars IV: A New Hope, Luke whines about wanting to be a pilot and have adventures, yet when Obi-Wan offers him the opportunity to do exactly that, Luke demurs. The change must be stated as a done deal-not the result of your actions What makes Luke finally go? The Empire destroys his home and kills his relatives, forcing him to acknowledge that he now lives in a fundamentally changed world-one in which the survival of everything he cares about is suddenly at stake. The change that starts your pitch cannot be a change that you are bringing about, that you want to bring about, or that you think should be brought about. Rather, it is a change that has demonstrably already happened (or demonstrably happening and unstoppable). It is not the result of your company, product, or idea.
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