Solution Selling Quotes

Responsibility to yourself means refusing to let others do your thinking, talking, and naming for you...it means that you do not treat your body as a commodity with which to purchase superficial intimacy or economic security; for our bodies to be treated as objects, our minds are in mortal danger. It means insisting that those to whom you give your friendship and love are able to respect your mind. It means being able to say, with Charlotte Bronte's Jane Eyre: "I have an inward treasure born with me, which can keep me alive if all the extraneous delights should be withheld or offered only at a price I cannot afford to give. Responsibility to yourself means that you don't fall for shallow and easy solutions--predigested books and ideas...marrying early as an escape from real decisions, getting pregnant as an evasion of already existing problems. It means that you refuse to sell your talents and aspirations short...and this, in turn, means resisting the forces in society which say that women should be nice, play safe, have low professional expectations, drown in love and forget about work, live through others, and stay in the places assigned to us. It means that we insist on a life of meaningful work, insist that work be as meaningful as love and friendship in our lives. It means, therefore, the courage to be "different"...The difference between a life lived actively, and a life of passive drifting and dispersal of energies, is an immense difference. Once we begin to feel committed to our lives, responsible to ourselves, we can never again be satisfied with the old, passive way.

George Orwell first noted, the true genius in advertising is to sell you the solution and the problem.

Any problem can be made clearer with a picture, and any picture can be created using the same set of tools and rules.

The goal is to have customers who appreciate the value your business is selling; and customers who are willing and able to pay for that value. At Mayflower-Plymouth, we're here to help your business figure this out, and to provide holistic solutions.

4 is the worst time to wake up, as anyone with the normal human sensitivities will tell you. Far too late to make a cup of tea or go back to sleep. Far too early to get up and do something constructive. There's nothing on television but arrogant evangelists and people selling acne solutions and motivational tapes. For me, base 12 philosophy aside, midnight is not the witching hour. 4:00 is.

We each sell alittle piece of happiness. You are elevating someone's spirit in some way, and to do that you have to understand the source of their angst and then you have to frame your product as a solution.

All businesses -- no matter if they make dog food or software -- don't sell products, they sell solutions.

If you’re getting a lot of objections early in the call, it probably means that instead of asking questions, you’ve been prematurely offering solutions and capabilities.

Selling is serving, helping others find solutions, impacting lives positively with passion and integrity.

First you make people believe they have a problem, and then you sell them the solution. That's how advertising works. Every snake oil salesman knows that.

Give serious thought to why your company should care about your strategy. Specifically, find problems that the board wants to be solved. What are senior managers scared of? Part of becoming a credible strategic thinker is learning effective approaches to selling ideas for your situation. You’ll know that you’re getting better at selling (or pitching) strategy when managers start coming to you when there is strategic thinking to be done.

The truth is that we stray and have affairs not because we are all naturally inclined to have multiple mates but because our bond with our partner is either inherently weak or has deteriorated so far that we are unbearably lonely. We haven’t understood love or known how to repair it. So, confused and lost in a world that sells sex aggressively as the be-all and end-all of a relationship, the only obvious “solution” has been to seek out new lovers to try to create the longed-for connection.

Just as athletes never quit training, high performers never stop consciously conditioning and strengthening their habits. Real success—holistic, long-term success—doesn’t come from doing what’s natural, certain, convenient, or automatic. Often, the journey to greatness begins the moment our preferences for comfort and certainty are overruled by a greater purpose that requires challenge and contribution. The skills and strengths you have now are probably insufficient to get you to the next level of success, so it’s absurd to think you won’t have to work on your weaknesses, develop new strengths, try new habits, stretch beyond what you think your limits or gifts are. That’s why I’m not here to sell you the easy solution of just focusing on what is already easy for you. Just so we’re clear: There’s a lot of work ahead.

book and magazine publishers aren’t in the business of enlightenment. They’re in the business of selling books and magazines, not truth, and they know that seekers will gladly pay to be reassured that, common sense aside, they can wake up and stay asleep; awakening within the dreamstate being a much more marketable solution than waking up from it. Such

money. Just money.” She knew that wasn’t true. It was never about the money with him—it was about the work. It was about coming up with the perfect idea, the most elegant solution. Her dad didn’t really care what he was selling. Tampons or tractors or dog food for people. He just wanted to find the perfect puzzle-piece idea that would be beautiful and right.

The amateur salesman sells products; the professional sells solutions to needs and problems.

You can't lose in sales if you remember that you're not selling; you're solving problems.

We all need salespeople who understand the problem and can deliver a solution that works brilliantly for both sides.

This is how problem solvers both pitch and sell solutions to businesses every day. They find other people’s big problems and then use their creative skills to come up with a solution.

Let’s face it, no one wants to be seen as a stereotypical salesperson who is pushy and untrustworthy. However, if you think about yourself as a doctor who diagnoses and then prescribes solutions to people’s problems, then I’m sure you’ll be much more comfortable selling under those circumstances—as a trusted, educated, knowledgeable, qualified, confident, capable advisor.

Con artists often target people who are emotionally vulnerable,” I said. “People who need to believe the reality they’re selling, desperate for a solution to whatever problems they’re facing.

The truth is that we won’t receive the support we need until we ask for it. Just because we can do it all doesn’t mean we should. And when we don’t speak up about our needs, we’re asking our loved ones to read our minds—and then we resent them when they fail our test. By not being open and honest about the support we need, we’re selling ourselves short and setting our relationships up for failure.

Having enough other opportunities to work on is the best position a salesperson and his or her company can be in. A full pipeline gives salespeople the strongest position from which to negotiate—the ability to say no.

What do they all say? That will never work. By now, I hope you know what my answer to that line is. Nobody Knows Anything. I only get to write this book once. And I’d feel like I missed an opportunity if I ended this story without giving you some advice. The most powerful step that anyone can take to turn their dreams into reality is a simple one: you just need to start. The only real way to find out if your idea is a good one is to do it. You’ll learn more in one hour of doing something than in a lifetime of thinking about it. So take that step. Build something, make something, test something, sell something. Learn for yourself if your idea is a good one. What happens if your idea doesn’t work? What happens if your test fails, if nobody orders your product or joins your club? What if sales don’t go up and customer complaints don’t go down? What if you get halfway through writing your novel and get writer’s block? What if after dozens of tries – even hundreds of attempts – you still haven’t seen your dream become anything close to real? You have to learn to love the problem, not the solution. That’s how you stay engaged when things take longer than you expected.

Many cyberweapons manufacturers sell hacking tools to governments worldwide. For example, FinFisher is an “offensive IT Intrusion solution,” according to the promotional material from the UK and German company that makes it, Gamma Group.

Her problem at Renewable Solutions was that she could never quite figure out what she was selling, even when she was finding people to buy it, and no sooner had she finally begun to figure it out than she was asked to sell something else.

In order to indoctrinate their followers and secure obedience, religions frequently tear people down, creating an emptiness that must then be filled with Jesus, Allah or any other deity. People are told that they are inherently bad or sinful and that the only way to become good is by giving over control of their lives to faith. As there is no evidence that any of that is true, religion, in effect, is creating an imaginary problem simply so that it can sell an imaginary solution.

To the temple!” their dad cried, his fist in the air. He always said that when they went to the temple. Sort of like cheering for a boring lecture or a long line on voting day. “If only we could bottle that excitement and sell it to all of Thuvhe. Most of them I see just once a year, and then only because there’s food and drink waiting for them,” their mom drawled with a faint smile. “There’s your solution, then,” Eijeh said. “Entice them with food all season long.” “The wisdom of children,” their mom said.

If the patriarchy didn’t want her talent on her terms, then they would have to get along without it, while she sat in the shadows, making their lives miserable from time to time, getting rich off their mistakes, exploiting flaws in their security, and selling the solutions back to them.

Sympathy, conscience, disgust, despair, repentance, and atonement are for us repellent debauchery. To sit down and let oneself be hypnotized by one’s own navel, to turn up one’s eyes and humbly offer the back of one’s neck to Gletkin’s revolver—that is an easy solution. The greatest temptation for the like of us is: to renounce violence, to repent, to make peace with oneself. Most great revolutionaries fell before this temptation, from Spartacus to Danton and Dostoevsky; they are the classical form of betrayal of the cause. The temptations of God were always more dangerous for mankind than those of Satan. As long as chaos dominates the world, God is ananachronism; and every compromise with one’s own conscience is perfidy. When the accursed inner voice speaks to you, hold your hands over your ears. ...” He felt for the bottle behind him and poured out an other glass. Rubashov noticed that the bottle was already half empty. You also could do with a little solace, he thought. “The greatest criminals in history,” Ivanov went on, “are not of the type Nero and Fouché, but of the type Gandhi and Tolstoy. Gandhi’s inner voice has done more to prevent the liberation of India than the British guns. To sell oneself for thirty pieces of silver is an honest transaction; but to sell oneself to one’s own conscience is to abandon mankind. History is a priori amoral; it has no conscience. To want to conduct history according to the maxims of the Sunday school means to leave everything as it is.

To achieve critical consciousness of the facts that it is necessary to be the “owner of one’s own labor,” that labor “constitutes part of the human person,” and that “a human being can neither be sold nor can he sell himself” is to go a step beyond the deception of palliative solutions. It is to engage in authentic transformation of reality in order, by humanizing that reality, to humanize women and men.

Here’s a rule of thumb: in the early stages of the sales cycle, any statements that you make about yourself, your product, or your solution should be responses to the client’s questions only. If they aren’t, you’re signaling that you are more interested in selling than in helping the client achieve his desired outcomes. So, don’t tell, tell, tell. Instead, engage in a dialogue and make sure all of your responses relate to the client’s needs.

The last year had been a series of wrong turns, bad choices, abandoned projects. There was the all-girl band in which she had played bass, variously called Throat, Slaughterhouse Six and Bad Biscuit, which had been unable to decide on a name, let alone a musical direction. There was the alternative club night that no-one had gone to, the abandoned first novel, the abandoned second novel, several miserable summer jobs selling cashmere and tartan to tourists. At her very, very lowest ebb she had taken a course in Circus Skills until it transpired that she had none. Trapeze was not the solution. The much-advertised Second Summer of Love had been one of melancholy and lost momentum. Even her beloved Edinburgh had started to bore and depress her. Living in a her University town felt like staying on at a party that everyone else had left, and so in October she had given up the flat in Rankellior Street and moved back to her parents for a long, fraught, wet winter of recriminations and slammed doors and afternoon TV in a house that now seemed impossibly small.

Similarly, product managers must be problem solvers as well. They are not trying to design the user experience, or architect a scalable, fault‐tolerant solution. Rather, they solve for constraints aligned around their customer's business, their industry, and especially their own business. Is this something their customers need? Is it substantially better than the alternatives? Is it something the company can effectively market and sell, that they can afford to build, that they can service and support, and that complies with legal and regulatory constraints?

Most organizations equate salespeople’s results with the skill of closing. The theory goes, if salespeople aren’t making their numbers; they must have a problem with closing. I’ve spent the majority of my professional life working with individuals and companies to improve their sales performance, and I can say without any hesitation that closing, the so-called skill of asking for the order, is not the big problem. Often my clients discover that the real problem with closing is not adequately defining or diagnosing the prospect’s problems in the first place.

But was the Newton a failure? The timing of Newton’s entry into the handheld market was akin to the timing of the Apple II into the desktop market. It was a market-creating, disruptive product targeted at an undefinable set of users whose needs were unknown to either themselves or Apple. On that basis, Newton’s sales should have been a pleasant surprise to Apple’s executives: It outsold the Apple II in its first two years by a factor of more than three to one. But while selling 43,000 units was viewed as an IPO-qualifying triumph in the smaller Apple of 1979, selling 140,000 Newtons was viewed as a failure in the giant Apple of 1994.

A husband is the only possible solution to your problems.” “Don’t you dare suggest a man as the solution for my troubles,” she cried. “You’re all the cause of them! My father gambled away the entire family fortune and left me in debt; my brother disappeared after getting me deeper in debt; you kissed me and destroyed my reputation; my fiancé left me at the first breath of a scandal you caused; and my uncle is trying to sell me! As far as I’m concerned,” she finished, spiting fire, “men make excellent dancing partners, but beyond that I have no use for the lot of you. You’re all quite detestable, actually, when one takes time to ponder it, which of course one rarely does, for it would only cause depression.

I’m not… What’s wrong with them believing?” Bea asked, a note of pleading creeping, uninvited, into her voice. “You do not sell belief, you sell belief-in. Belief in true love, as if everyone were entitled to it. Belief in a simple solution to a complex problem. Belief in one type of person, one type of future.” “No I don’t. I offer people dreams, and hope, and, and, something to organise their lives with,” Bea said, not sure why she was trying to convince him. “I don’t make them into ‘one person’.” “Oh no? Let me recall your doctrine: Kings, Princes and their ilk must marry girls whose only asset is their beauty. Not clever girls, not worthy girls, not girls who could rule. Powerful women, older women – like one day you will become – are nought but wicked creatures, consumed with jealousy and unfit to hold position. No,” he said as Bea began to speak, “I am not finished. Let us turn our attention to the men. As long as the woman is something to be won, it follows only the worthy will prevail. It matters not if they truly love the girl, nor if the man is cruel or arrogant or unfit to tie his own doublet. As long as he has wealth and completes whatever trials are decided fit, he is suitable. For what is stupidity or arrogance when compared against a crown? The good will win, and the wicked perish, and you and your stories decide what makes a person good or wicked. Not life. Not choice. Not even common sense. You.

The converse is true as well. The financial writer Morgan Housel has observed that while pessimists sound like they’re trying to help you, optimists sound like they’re trying to sell you something.28 Whenever someone offers a solution to a problem, critics will be quick to point out that it is not a panacea, a silver bullet, a magic bullet, or a one-size-fits-all solution; it’s just a Band-Aid or a quick technological fix that fails to get at the root causes and will blow back with side effects and unintended consequences. Of course, since nothing is a panacea and everything has side effects (you can’t do just one thing), these common tropes are little more than a refusal to entertain the possibility that anything can ever be improved.29

Mice and the Cat. Once upon a time, there was a house with lots of mice. They were fat and happy. One day a cat moved in. The mice had a meeting. "What should we do? The cat will eat us! Every day that cat sneaks up behind us and chases us back into our holes.” Finally they decided on a brilliant solution. They would put a bell around the cat's neck, so whenever they heard the bell, they could rush into their holes before the cat could eat them. Then one mouse said to the others, "The solution is excellent. Put a bell around the cat's neck. But the real question is: who is going to put the bell around the cat's neck?" The moral of the story is that we all know what we need to do (join and get started), but there is great fear in doing it.

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Nature vs. nurture is part of this—and then there is what I think of as anti-nurturing—the ways we in a western/US context are socialized to work against respecting the emergent processes of the world and each other: We learn to disrespect Indigenous and direct ties to land. We learn to be quiet, polite, indirect, and submissive, not to disturb the status quo. We learn facts out of context of application in school. How will this history, science, math show up in our lives, in the work of growing community and home? We learn that tests and deadlines are the reasons to take action. This puts those with good short-term memories and a positive response to pressure in leadership positions, leading to urgency-based thinking, regardless of the circumstance. We learn to compete with each other in a scarcity-based economy that denies and destroys the abundant world we actually live in. We learn to deny our longings and our skills, and to do work that occupies our hours without inspiring our greatness. We learn to manipulate each other and sell things to each other, rather than learning to collaborate and evolve together. We learn that the natural world is to be manicured, controlled, or pillaged to support our consumerist lives. Even the natural lives of our bodies get medicated, pathologized, shaved or improved upon with cosmetic adjustments. We learn that factors beyond our control determine the quality of our lives—something as random as which skin, gender, sexuality, ability, nation, or belief system we are born into sets a path for survival and quality of life. In the United States specifically, though I see this most places I travel, we learn that we only have value if we can produce—only then do we earn food, home, health care, education. Similarly, we learn our organizations are only as successful as our fundraising results, whether the community impact is powerful or not. We learn as children to swallow our tears and any other inconvenient emotions, and as adults that translates into working through red flags, value differences, pain, and exhaustion. We learn to bond through gossip, venting, and destroying, rather than cultivating solutions together. Perhaps the most egregious thing we are taught is that we should just be really good at what’s already possible, to leave the impossible alone.

corruption. Is corruption just a matter of legality, of financial irregularity and bribery, or is it the currency of a social transaction in an egregiously unequal society, in which power continues to be concentrated in the hands of a smaller and smaller minority? Imagine, for example, a city of shopping malls, on whose streets hawking has been banned. A hawker pays the local beat cop and the man from the municipality a small bribe to break the law and sell her wares to those who cannot afford the prices in the malls. Is that such a terrible thing? In the future will she have to pay the Lokpal representative, too? Does the solution to the problems faced by ordinary people lie in addressing the structural inequality or in creating yet another power structure that people will have to defer to?

What we all have to avoid is the notion that we can buy our way out of our problems. Instead, the goal is to reduce our costs by extreme frugality. This is psychologically difficult because if there is one great certain confidence in American society it is this: you can buy your way out of almost anything. Other than a few things that will land you in jail even if you are rich, we tend to look for solutions that involve buying things. Having trouble with your marriage? Take a vacation. Pay a counsellor. Don't want to eat pesticides? Buy organic food! Indebted? Buy a book about how to get out. Worried about Peak Oil? Look at all the things there are to buy. Got a crosscut saw and a year's supply of dry milk yet? Don't want to give up driving and flying? We'll sell you some nice carbon offsets.

Toward the end of the plague, yellow journalism had spread a cancerous dread of vampires to all corners of the nation. He could remember himself the rash of pseudo-scientific articles that veiled an out-and-out fright campaign designed to sell papers. There was something grotesquely amusing in that; the frenetic attempt to sell papers while the world died. Not that all newspapers had done that. Those papers that had lived in honesty and integrity died the same way. Yellow journalism, though, had been rampant in the final days. And, in addition, a great upsurge in revivalism had occurred. In a typical desperation for quick answers, easily understood, people had turned to primitive worship as the solution. With less than success. Not only had they died as quickly as the rest of the people, but they had died with terror in their hearts, with a mortal dread flowing in their very veins.

The Mice and the Cat. Once upon a time, there was a house with lots of mice. They were fat and happy. One day a cat moved in. The mice had a meeting. "What should we do? The cat will eat us! Every day that cat sneaks up behind us and chases us back into our holes.” Finally they decided on a brilliant solution. They would put a bell around the cat's neck, so whenever they heard the bell, they could rush into their holes before the cat could eat them. Then one mouse said to the others, "The solution is excellent. Put a bell around the cat's neck. But the real question is: who is going to put the bell around the cat's neck?" The moral of the story is that we all know what we need to do (join and get started), but there is great fear in doing it. I know you want to start or build a business. Would it be okay if I helped you get started by putting the bell around the cat's neck and then you can say good-bye to fear?

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I don't think that the despiritualised, dehumanised culture in which we live, the McDonalds and Disney culture, does our internal lives, our mythological lives, any favours at all. In other words, to be an Outsider in this culture now is to be looking inside at a plastic world, and I think it's easier to critique that world if I don't belong to it... In Hollywood where I live now, there's a lot of having lunches, a lot of going to parties... and I will have no part of that. I'm certainly not very good at it, I don't like it and I feel a little weird about it. I don't want to be part of the problem, I want to be a part of the solution, and the only way I can help solve the problem of the plasticity of our world is by writing, by painting and by making my work, so I stay where I can do that, which is at my desk, in my studio. I will venture out when I need to sell a book or exhibit my paintings, but the rest of the time my job is to be here and imagine.

Become a Problem Seeker The best entrepreneurs are the most dissatisfied. They’re always thinking of how things can be better. Your frustrations—and the frustrations of others—are your business opportunities. Great ideas come from being a problem seeker. Analyze frustrations in your day, including the things that bother you at home, waste your time on your commute to work, or online. Here’s a list of things that bother me: What to make for breakfast that’s quick, healthy, and full of caffeine How to find a reliable house cleaner Where to go to dinner with my partner How to find my next therapist What kind of investment to make with some extra cash I received And these are just the problems I’ve encountered today. I could go on and on . . . and that’s the point! The number of things that can be better are endless—which is a gold mine for newbie entrepreneurs. The crucial first step toward entrepreneurship is to study your own unhappiness and to think of solutions (aka business opportunities) for you to sell.

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The mythical ‘butterfly effect’ does exist, but we don’t spend enough time butterfly hunting. Here are some recent butterfly effect discoveries, from my own experience: A website adds a single extra option to its checkout procedure – and increases sales by $300m per year. An airline changes the way in which flights are presented – and sells £8m more of premium seating per year. A software company makes a seemingly inconsequential change to call-centre procedure – and retains business worth several million pounds. A publisher adds four trivial words to a call-centre script – and doubles the rate of conversion to sales. A fast-food outlet increases sales of a product by putting the price . . . up. All these disproportionate successes were, to an economist, entirely illogical. All of them worked. And all of them, apart from the first, were produced by a division of my advertising agency, Ogilvy, which I founded to look for counter-intuitive solutions to problems. We discovered that problems almost always have a plethora of seemingly irrational solutions waiting to be discovered, but that nobody is looking for them; everyone is too preoccupied with logic to look anywhere else. We also found, rather annoyingly, that the success of this approach did not always guarantee repeat business; it is difficult for a company, or indeed a government, to request a budget for the pursuit of such magical solutions, because a business case has to look logical.

While these tactics were aggressive and crude, they confirmed that our legislation had touched a nerve. I wasn’t the only one who recognized this. Many other victims of human rights abuses in Russia saw the same thing. After the bill was introduced they came to Washington or wrote letters to the Magnitsky Act’s cosponsors with the same basic message: “You have found the Achilles’ heel of the Putin regime.” Then, one by one, they would ask, “Can you add the people who killed my brother to the Magnitsky Act?” “Can you add the people who tortured my mother?” “How about the people who kidnapped my husband?” And on and on. The senators quickly realized that they’d stumbled onto something much bigger than one horrific case. They had inadvertently discovered a new method for fighting human rights abuses in authoritarian regimes in the twenty-first century: targeted visa sanctions and asset freezes. After a dozen or so of these visits and letters, Senator Cardin and his cosponsors conferred and decided to expand the law, adding sixty-five words to the Magnitsky Act. Those new words said that in addition to sanctioning Sergei’s tormentors, the Magnitsky Act would sanction all other gross human rights abusers in Russia. With those extra sixty-five words, my personal fight for justice had become everyone’s fight. The revised bill was officially introduced on May 19, 2011, less than a month after we posted the Olga Stepanova YouTube video. Following its introduction, a small army of Russian activists descended on Capitol Hill, pushing for the bill’s passage. They pressed every senator who would talk to them to sign on. There was Garry Kasparov, the famous chess grand master and human rights activist; there was Alexei Navalny, the most popular Russian opposition leader; and there was Evgenia Chirikova, a well-known Russian environmental activist. I didn’t have to recruit any of these people. They just showed up by themselves. This uncoordinated initiative worked beautifully. The number of Senate cosponsors grew quickly, with three or four new senators signing on every month. It was an easy sell. There wasn’t a pro-Russian-torture-and-murder lobby in Washington to oppose it. No senator, whether the most liberal Democrat or the most conservative Republican, would lose a single vote for banning Russian torturers and murderers from coming to America. The Magnitsky Act was gathering so much momentum that it appeared it might be unstoppable. From the day that Kyle Scott at the State Department stonewalled me, I knew that the administration was dead set against this, but now they were in a tough spot. If they openly opposed the law, it would look as if they were siding with the Russians. However, if they publicly supported it, it would threaten Obama’s “reset” with Russia. They needed to come up with some other solution. On July 20, 2011, the State Department showed its cards. They sent a memo to the Senate entitled “Administration Comments on S.1039 Sergei Magnitsky Rule of Law.” Though not meant to be made public, within a day it was leaked.

To the degree that advertising reaches us, occupying our time and thought, it keeps us vibrating within strict limits. If forty million people see a commercial for a car, then forty million people have a car commercial in their heads, all at the same time. This is bound to have more beneficial effect on the commodity system than if, at that moment, all those people were thinking separate thoughts which, in some cases, might not be about commodities at all. Of course, advertising people will argue against the notion that the purpose and result of their activities is to unify and homogenize people and culture. They are forever speaking of the dazzling array of choices our market system provides and how advertising provides the information we need to make choices. It is an ominous sign that so many people can accept this argument, which confuses diversity of product choice with diversity of life-style or thoughts. It ought to be self-evident that if I choose a Ford and you choose a Volvo, we are not expressing diversity, we are expressing unity. Moreover, if you and I at any one moment are both occupied with mental images and feelings related to products—any products— rather than some experience which is not connected to purchasing, then in terms of the commodity system, the gross national product, and the world of advertising, we are indistinguishable; we have merged as “market.” While it might matter to Upjohn or Cutter Laboratories which drug a consumer buys, both are in agreement that they benefit whenever people seek any drug rather than a nondrug solution to a problem. Advertising, then, serves to further the movement of humans into artificial environments by narrowing the conception of diversity to fit the framework of commodities while unifying people within this conception. The result is a singularly channeled mentality, nicely open to receiving commercial messages, ready to confuse brand diversity with diversity itself, and to confuse human need with the advertiser’s need to sell commodities.

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Benjamin Franklin wrote little about race, but had a sense of racial loyalty. “[T]he Number of purely white People in the World is proportionably [sic] very small,” he observed. “ . . . I could wish their Numbers were increased.” James Madison, like Jefferson, believed the only solution to the problem of racial friction was to free the slaves and send them away. He proposed that the federal government sell off public lands in order to raise the money to buy the entire slave population and transport it overseas. He favored a Constitutional amendment to establish a colonization society to be run by the President. After two terms in office, Madison served as chief executive of the American Colonization Society, to which he devoted much time and energy. At the inaugural meeting of the society in 1816, Henry Clay described its purpose: to “rid our country of a useless and pernicious, if not dangerous portion of the population.” The following prominent Americans were not merely members but served as officers of the society: Andrew Jackson, Daniel Webster, Stephen Douglas, William Seward, Francis Scott Key, Winfield Scott, and two Chief Justices of the Supreme Court, John Marshall and Roger Taney. All opposed the presence of blacks in the United States and thought expatriation was the only long-term solution. James Monroe was such an ardent champion of colonization that the capital of Liberia is named Monrovia in gratitude for his efforts. As for Roger Taney, as chief justice he wrote in the Dred Scott decision of 1857 what may be the harshest federal government pronouncement on blacks ever written: Negroes were “beings of an inferior order, and altogether unfit to associate with the White race, either in social or political relations; and so far inferior that they have no rights which a White man is bound to respect.” Abraham Lincoln considered blacks to be—in his words—“a troublesome presence” in the United States. During the Lincoln-Douglas debates he expressed himself unambiguously: “I am not nor ever have been in favor of making voters or jurors of negroes, nor of qualifying them to hold office, nor to intermarry with white people; and I will say in addition to this that there is a physical difference between the white and black races which I believe will for ever forbid the two races living together on terms of social and political equality.” His opponent, Stephen Douglas, was even more outspoken, and made his position clear in the very first debate: “For one, I am opposed to negro citizenship in any form. I believe that this government was made on the white basis. I believe it was made by white men for the benefit of white men and their posterity forever, and I am in favor of confining the citizenship to white men—men of European birth and European descent, instead of conferring it upon negroes and Indians, and other inferior races.

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Understand that you no longer sell products or solutions. You sell outcomes in the form of performance acceleration and improved business outcomes.

In summary, Need-payoff Questions are important because they focus attention on solutions, not problems. And they make customers tell you the benefits.

STORYBRAND PRINCIPLE TWO: COMPANIES TEND TO SELL SOLUTIONS TO EXTERNAL PROBLEMS, BUT CUSTOMERS BUY SOLUTIONS TO INTERNAL PROBLEMS.

Vikrant’s bargaining system was to begin with the cheapest solution, sell you on it, and then expose the fatal flaw in the cheapest option. That, of course, led to the next cheapest option, the next hard sell, the next fatal flaw, and the next option, and the next fatal flaw. I’d tried over the years to get Vikrant to cut straight to the very-expensive-option-with-zero-fatal-flaws, but unfortunately that wasn’t an option. ‘Do we have to do the option thing again, Vikrant? Can’t you just gimme the deluxe deal now? I really don’t give a shit how much it costs. And it’s really irritating, man.’ ‘As in everything else in life,’ the knife-maker said, ‘there’s a right way, and a wrong way, to be irritating.’ ‘Uh-huh?’ ‘Indeed. Me, for example, I’m professionally irritating. My irritating goes with the territory. But you, you’re irritating without any reason at all.’ ‘No, I’m not.’ ‘You’re irritating me now, even as we speak.’ ‘Fuck you, Vikrant. Are you gonna fix the sword, or not?’ He studied the weapon for some time, trying not to smile.

Of all the factors that we have just spoken about, what is the most important to you? You definitely want to find out your prospect’s highest need, as this is the one that you’ll typically have to fill to push the prospect over the top. Have I asked about everything that’s important to you? Your customer will think more of you, not less of you, if you ask this, so long as you have done a professional job up to that point. You could also say, “Is there anything that I have missed? Is there any way that I can tailor this solution for you?

There is an adage in the marketing industry that says, “Don’t sell the mattress, sell the sleep.” This cleverly and concisely captures the idea of marketing a solution.

When presented as a solution, consumers more readily evaluate whether a product or service satisfies what they need or want. They evaluate if it will “fit” and solve something in their life. People hate to be sold, but they expect to be marketed to. So don’t sell the mattress, market the sleep.

Integrative (collaborative) approach: In contrast, the integrative approach to negotiation doesn’t view the cake as finite. Instead, this strategy looks for ways to actually create more cake, so that all parties can get a bigger piece. The key to creating “more cake” is building a relationship of trust that involves asking questions, listening to answers, offering solutions and sharing just the right kind and amount of relevant information—not too little and not too much.

Example: Imagine we help homeowners sell their homes. That is a broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems–great for lead magnets.

if you can get at what people are really buying—then you can sell them a vision of their problem that leaves your proposal as the perfect solution.

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Nomad’s appetite for reasonable businesses selling at unreasonably low prices made sense, given the opportunities available at the time. But this strategy had one drawback. When stocks like these rebounded and were no longer that cheap, they had to sell them and hunt for new bargains. But what if nothing particularly attractive was on sale when they sought to redeploy those winnings? An obvious solution to this reinvestment risk was to buy and hold higher-quality businesses that were more likely to continue compounding for many years.

Almost all companies try to sell solutions to external problems, but as we unfold the StoryBrand Framework, you’ll see why customers are much more motivated to resolve their inner frustrations.

Selling products makes it easier to: attract prospects – you offer tangible solutions, not a list of skills and capabilities convert them to clients – the solution you offer stands out from your competitors for all the right reasons – you’re the credible expert offering a solution to your client’s problem at a transparent price deliver an outstanding service – your system for delivery will enhance your customer experience. Your focus is on delivering an outcome in the most effective way.

For example, it’s natural to think of America’s electric grid as one single connected network, but in reality it’s nothing of the sort. There isn’t one power grid; there are many, and they’re a patchwork mess that makes it essentially impossible to send electricity beyond the region where it’s made. Arizona can sell spare solar power to its neighbors, but not to a state on the other side of the country.

The remedy is to think about problems more thoroughly, search for missing information, double-check every clue, weigh the pros and cons, and investigate all possible hypotheses

Conventional wisdom suggests these people should be chosen for their intelligence, experience, and expertise . But as we’ll see, being smart, experienced, and well-trained may not be enough. A systematic problem-solving method is also necessary.

If you go with a bottom-up selling strategy that attracts middle management and teams, you help your potential buyers use the product, experience meaningful value, and make the case to purchase your solution to upper management.

It was one thing to divest from companies to fight apartheid, a political institution that would (and did) respond to economic pressure. It’s another thing to transform the world’s energy system—an industry worth roughly $5 trillion a year and the basis for the modern economy—just by selling the stocks of fossil-fuel companies.

Your potential to create wealth is found between your education on how to make money, and your willingness to live in poverty. By education on how to make money, I am referring here to the many skills you need to acquire for a job, in communication, but also organizational and ethical skills. By willingness to live in poverty, I am referring here to the sacrifices you are willing to make. You see, people fear poverty as if they could avoid it, but the one who escapes it faster, is the one who embraces it better. This means spending as less as possible in your habits, not worrying about what others think of you, and committing yourself to become a servant, even a slave, to your higher self. The reason why so many people struggle to accumulate wealth, is because they are avoiding both of these things just mentioned. They don't want to work, for themselves or others, they aren't willing to make sacrifices, they care a lot about what others think of them, they don't want to save any money, they spend without any sense of responsibility, and they also have no interest in investing on their education, either through formal means or by reading books. Most people don't read, they are waiting for the world to offer them the solutions they want, and the trust luck and shortcuts more than they trust their own capacity to achieve things with their own efforts. That's why they can't get to where they want in life. What I just said, can be applied to any other area of life. Even a good marriage requires education on how to make it work and sacrifices to make it work, and just as much as a dog will require you to sacrifice your time and learn better ways of communicating with him. Your own existence depends on a balance of an education on opportunities and a commitment to find them. So what is the most imbecile thing anyone can tell you? The most dumb persons you will ever find, are those who tell you the exact opposite of what I just said, and in doing so, separate everything in different categories. They will say that happiness doesn't require wealth, or that wealthy individuals are miserable. They will say that love requires luck, or that education isn't necessary to become successful. And you have quite a bunch of idiots in this world, marketing their foolish views on others, as if they were absolute truth. You tend to buy into such views with the love and attachment you feel for them. Thus, be wary of the merchants of incompetence. They will try to sell you the most stupid ideas about life. And if you trust them, you will fail, and keep on failing, until you realize you trusted the wrong people. If you think education is expensive, know that stupidity is a lot more. It can cost you an entire existence in the dark. The path to enlightenment is a path of integration, while the distance is measured in segregations. Stupidity is found in the relativity of everything. The dumber one is, the more he or she will think in terms of differentiations. The wiser one is, the more he or she will focus on the similarities and correlations, because enlightenment is found in an upward route towards oneness.

Attention Write a headline that gets readers’ attention and makes them want to read on (chapter 6) Tell relevant readers that you’re talking to them Offer a benefit or the solution to a problem Use a creative concept (chapter 9) to generate more interest Interest Introduce the product and what it does See the reader’s situation or problem from their perspective and show how the product helps them (see ‘See it from the reader’s side’ in chapter 11) Give the reader the information they need to understand the product or what it does (see below) Tell a story – of how the product was made, or of someone who used it and benefited as a result (see ‘Tell a story’ in chapter 11) Desire Describe the benefits (chapter 3) in greater detail to make the reader want the product Evoke the experience of using the product (see ‘Make it real’ in chapter 11) Use persuasive techniques (chapter 13) to strengthen the benefits Activate social proof by bringing in testimonials, case studies, endorsements or reviews to show that other people are using and benefiting from the product (See ‘Social proof’ in chapter 13) Action Recap the main benefit(s) and/or return to the creative theme Use persuasion (chapter 13) to remove obstacles, overcome objections and convince readers that it’s OK to act – or point out the negative consequences of not acting Tell the reader what to do next with a strong, clear call to action

What does a merchant do when a potential customer walks into a store and wants to purchase a ton of goods on credit? A solution was offered by the “The Society of Guardians for the Protection of Trade against Swindlers and Sharpers,” established in 1776. This society pooled data from 550 merchants to collect information on the reputation of customers. This would make it much harder for a bad customer to defraud multiple merchants. Its key principle: “Every member is bound to communicate to the Society without delay, the Name and Description of any Person who may be unfit to trust.” In other words, this was the beginning of credit scores as a means to assess the trustworthiness of a customer for loans—no swindlers or sharpers allowed. This Society of Guardians was not the only credit bureau—thousands of similar small organizations were formed over the years, collecting individual names and publishing books with various comments and gossip. Modern giants Experian and Equifax grew from these small, local bureaus. Experian started as the Manchester Guardian Society in the early 1800s, eventually acquiring other bureaus to become one of the world’s largest. And Equifax grew from a Tennessee grocery store in the late 1800s, where the owners started compiling their own lists of creditworthy consumers. These bureaus tended to combine into larger bureaus over time because of what’s often described as a “data network effect.” When a bureau works with more merchants, it means more data, which means the risk predictions on loans will be more accurate. This makes it more attractive for additional merchants to join, who contribute even more data, and so on. Being able to accurately assess lending risk allows the rest of the network to function—consumers can borrow to get the goods they want, merchants can sell their products profitably, and banks can help underwrite the loans. This network is held together by credit bureaus like Equifax and Experian, who centralize consumer data.

numerous books and audiobooks specifically designed to help stimulate the imagination and create solutions to problems: Super Creativity by Tony Buzan; The Artist’s Way by Julia Cameron; Lateral Thinking, Six Thinking Hats, and Super Thinking, all by Edward De Bono; Drawing on the Right Side of the Brain by Betty Edwards; The Zen of Seeing by Frederick Franck; Writing Down the Bones by Natalie Goldberg; Peak Learning by Ronald Gross; Thinkertoys by Michael Michaiko; Superlearning by Sheila Ostrander and Lynn Schroeder; Writing the Natural Way by Gabriele Rico; A Kick in the Seat of the Pants by R. von Oech.

When problem solvers have deep experience in a particular domain, their knowledge is salient and easy to recall, which can lead them to pay more attention to characteristics of the new setting that seem similar and ignore those that are different, and to develop superficial analogies and poor solutions.14 Experience can be a poor guide when working outside your area of expertise or when the nature of your work changes.

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3 separate meetings: the first about the customer and their problem; the second about your solution; and the third to sell a product.

The pain you have had to endure is part of the journey. Never forget that. 

That model is often referred to as “solution selling” or a “solutions approach”—or simply “solutions”—and has come to dominate sales and marketing strategy across the last ten to twenty years.

shift to solution selling results in customers’ expecting you to actually “solve” a real problem and not just supply a reliable product. And that’s hard to do. It requires that you not only understand the customer’s underlying problems or challenges as well if not better than they do themselves, but also that you can identify new and better means of addressing those challenges, articulate clear benefits from using limited resources to solve that problem versus competing ones, and determine the right metrics to measure success.

Now Where Do You Find Customers? When novice entrepreneurs search for opportunities, they too often look beyond their Zone of Influence. They think the action is happening somewhere else, in some other location or industry. But seasoned entrepreneurs almost always find and create opportunities within the context of who they are, what they know, and especially who they know. In each of the examples above, the business validation process begins with potential customers in the entrepreneur’s orbit. Actual people with names. Tribes you belong to or are interested in, most of whom are already self-organized online. People you know how to reach, today. Though it’s rarely a part of their official origin stories, the biggest companies in the world—even the viral apps now worth billions—started through personal networks and real human connections. Mark Zuckerberg started Facebook in a weekend by emailing friends to use it. Version 1 did well, validating it. And Microsoft started with Bill Gates building software for a guy in Albuquerque. He had a CUSTOMER FIRST. In the beginning, founders should reach out to their friends, their former colleagues, their communities. You may think your business is unique, but trust me, it’s not. Every successful business can start this way. For example, Anahita loves her dogs and wanted healthier snacks for them. She started taking her homemade organic dog treats to her local dog park. She would sell out every time. A year later she now has a store called the Barkery, a dog bakery. Before you even think about picking a business idea, make sure you have easy access to the people you want to help. An easy way to do this is to think about where you have easy access to a targeted group of people whom you really want to help—like, say, new moms in Austin, cyclists, freelance writers, and taco obsessives (like me!). CHALLENGE Top three groups. Let’s write out your top three groups to target. Who do you have easy access to that you’d be EXCITED to help? This can be your neighbors, colleagues, religious friends, golf buddies, cooking friends, etc. The better you understand your target group, the better you can speak to them. The more specifically you can speak to their problems, the better and easier you can sell (or test products). Note how this process prioritizes communication with people, through starting (taking the first iteration of your solution straight to customers) and asking (engaging them in a conversation to determine how your solution can best fix their problem). Business creation should always be a conversation! Nearly every impulse we have is to be tight with our ideas by doing more research, going off alone to build the perfect product—anything and everything to avoid the discomfort of asking for money. This is the validation shortcut. You have to learn to fight through this impulse. It won’t be easy, but it’ll be worth it.

Reality isn’t linear though, neither are relationships, or conversations, or indeed: sales

You don’t get the deal if you don’t get your buyer

If forcing a sale is taking your buyer hostage, asking for no is setting them free

Answers are a gauge for the quality of your questions

Gold Buyer in Chennai: Santhi Jewellery Chennai is a city where gold holds a special place because of its extensive cultural heritage. Gold has been used as a symbol of wealth and prestige in South Indian culture for centuries. Santhi Jewellery is the most popular place to sell gold in Chennai because of its dedication to trust, openness, and excellent service among the many gold buyers there. Why Exchange Gold? The decision to sell gold can be made for a variety of reasons, including the need to upgrade outdated designs, unlock financial liquidity in the event of an emergency, or simply to make a strategic financial decision. In any case, if you want to get the most money for your precious metal, you need to find a reputable gold buyer. Santhi Gems - A Confided in Gold Buyer in Chennai Santhi Gems has procured a standing as quite possibly of the most confided in gold purchaser in Chennai. Santhi Jewellery, which is located in the center of the city, takes pride in providing transparent and sincere evaluations for your gold assets, ensuring that you receive the best price based on market rates at the present time. Why Santhi Jewelers? Fair Market Value: Santhi Jewellery is known for providing honest and accurate gold appraisals. They use cutting-edge technology to evaluate the purity and weight of your gold, ensuring that you are compensated fairly based on current market prices. The process is open and transparent. Experience and knowledge: Santhi Jewellery has a deep understanding of gold's value and market trends thanks to years of experience in the gold industry. Whether your gold is in the form of old jewelry, coins, or bullion, their team of experts will make sure you get the best price for it. A focus on the customer: Customer satisfaction is a top priority at Santhi Jewellery. They make selling easy and comfortable for you, and they make sure that all of your questions are answered. Whether you are selling a little piece of gems or a lot of gold, each exchange is dealt with absolute attention to detail and impressive skill. Payment in a flash: The guarantee of immediate payments is one of the biggest advantages of selling gold at Santhi Jewellery. Payment is processed immediately after your gold has been evaluated and you agree to the price. Because of this, it is a convenient choice for people who require quick access to funds. No extra costs: At Santhi Jewellery, openness is important. Santhi Jewellery guarantees a transparent transaction, in contrast to some gold buyers who may deduct concealed fees or charges. The whole thing is easy, so there won't be any surprises. You'll know exactly how much you'll get. Convenient Location Santhi Jewellery is conveniently located in the center of Chennai, making it convenient for people looking to sell gold in the city. Their courteous staff is always available to assist you with any inquiries, and their modern and secure premises guarantee a safe environment for your transaction. Conclusion Santhi Jewellery is a name that stands out when looking for a dependable Gold Buyer in Chennai because of its professionalism, open process, and dedication to customer satisfaction. Santhi Jewellery guarantees that you will receive the highest possible value for your gold, without any hassle, whether you are selling old gold jewelry or looking for a quick financial solution. Visit them right now for a hassle-free and dependable gold buying experience.

Tony's concern disintegrated. He could not understand C.J.'s determination to court death on a daily basis. Or maybe he did understand, and this was what caused his frustration. So many found the same solution his brother had. Selling death to their own people. The money was a difficult lure to resist. Additionally, the fear elicited from their hard core posturing proved nearly as addictive. They demanded to be heard, even though it didn't seem they had much to say. Perhaps the futility and smallness that characterized their lives was too overwhelming to articulate in any manner other than a primitive, incoherent scream. Maybe it was inevitable that those who felt they had no stake in society would opt to destroy it.

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In sustaining circumstances—when the race entails making better products that can be sold for more money to attractive customers—we found that incumbents almost always prevail. In disruptive circumstances—when the challenge is to commercialize a simpler, more convenient product that sells for less money and appeals to a new or unattractive customer set—the entrants are likely to beat the incumbents.