You cannot explain Everything Everywhere All At Once - but that’s exactly what most founders try to do.
They’re so close to their business, it’s like standing next to the sun trying to map the galaxy. It’s blinding, shiny, it all feels important.
It’s very hard for them to make trade-offs in their marketing messaging, and know what to lead with. Aka, what’s the right hierarchy?
It’s usually the opposite of what they think.
What’s most important to them - their expertise, their methods, their team - isn’t necessarily what clients care most about.
But most founders know they’re biased, so they might interview their best customers to find out what actually matters to them. Unfortunately, those interviews typically reinforce bias. You see, clients who know and love them are also likely to emphasise things like their expertise and team because that’s what they’ve come to value over time.
But messaging is rarely aimed at current clients.
Sales and marketing messaging is made for prospects that are evaluating cold.
The client experience is intangible and needs to be felt to be believed. Prospects need to see tangible solutions to real problems, clearly explained up front.
It sounds obvious writing that, but what's obvious to you - and maybe feels like dumbing your expertise down - just isn't obvious to everyone else.
This stuff is hard. But it’s much simpler for someone like me. I’m not blinded by the sun. I can spot the North Star, and build out key message constellations from there. And as I always reassure people - you WILL get to say everything you want ... just not all at once.
Image credit: From the poster for the movie, "Everything Everywhere All At Once" :)
