"Lead your audience to what makes you special rather than leading with what makes you special.Recordar "you need to enter their personal story" e "Mambo jambo de consultor ou faz algum sentido?"
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Get it? All of the storytelling ideas start with the customer and their world, acknowledging the things they are dealing with. From there, you share how you can help. You lead them to it.
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The converse, leading with, puts all the burden on the customer to figure out why they should care. Even if they are already looking for products in a category, you should still lead them to what makes you special. You may do that through Situation-Impact-Resolution models, or Commercial Insights, or by demonstrating a point of view, etc. etc. etc."
Trechos retirados de "Lead to, Not with, Differentiation and Capabilities"
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