Guy Kawasaki is one of those people who almost needs no introduction. The Silicon Valley-based author, speaker, and entrepreneur has had a notable career advising and evangelizing some of the world’s hottest companies, including Apple, Nike, Audi, Google, Microsoft, and Mercedes-Benz.
Based on his extensive experience, Kawasaki is the first to admit “the best way to recruit, evangelize, market, and sell is to have a great product. Because selling, marketing, and evangelizing a great product is easy. Selling, marketing, and evangelizing crap is hard.” There is, however, a catch.
As he shared on a recent Series Pass, even when a product is amazing, the approach to selling it is often erroneous. It’s pitched as a “patent-pending, curve-jumping, paradigm-shifting, enterprise-class, scalable, revolutionary” solution. Yet “every other CEO also stands up and says the same thing.”
According to Kawasaki, “Unless you’re saying something that’s directly opposite what everybody else is saying, you’re not saying anything.” And how exactly do you swim against the stream so you’re not hitting up your prospects with the same old sales pitch? By selling the value of what your company does, not the product or solution it offers.
While there are many reasons to this approach, here are four of the big ones: