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Storytelling
Demos don't sell. Decisions do.
Why the most polished demo in the room can still lose the deal, and what to structure around instead. The shift from feature theatre to decision rehearsal.
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Perspective
The buying problem disguised as a sales problem.
Your win rate isn't dropping because your AEs lost their edge. It's dropping because the decision your buyers are trying to make has gotten harder, and your motion hasn't kept up.
Frameworks
01
Funder. Runner.User.
The Value Discovery Map: covering the C-level, manager, and operator in one motion.
A three-tier coverage model that forces sellers to qualify across the people who fund, the people who run, and the people who use. Most discovery loses one of these tiers before the first demo.
Value Discovery
Discovery has to be a two-way conversation, not an interrogation.
Buyers leave first calls feeling sold-to when sellers ask only to qualify themselves in. The fix is structural — and it starts with what you offer back inside the same hour.