Tell Prospects Their Own Story, With You in It

If you're after an asymmetric advantage, you're trying to have an outsized impact with the smallest possible input, whether that's time, money, talent or resources.

What most companies do is tell prospects the company's story over and over and over again. If you're not one of the big players, you shouldn't. You'll never have enough time or money to educate a market into existence for yourself.

Instead, figure out how to tell prospects their own story with you in it. Get into their story. Walk in their shoes a bit. Understand what their life is like, what their negative present is like and the positive future they're trying to reach. Then put yourself in their story as the shortcut, the bridge, from the negative present they're living in to the positive future.

It is a heck of a lot cheaper and faster to have an impact telling prospects their story with you in it than trying to get them to sit still and listen to yours.