YOU YES?

YOU YESAbility to Articulate Value

71%

INVALUABLE IGNORED

CONTEXT EFFECTInfluence of environmental factors on the perception of a stimulus

Customer Acquisition Customer Expansion

Customer Acquisition Customer Expansion

Customer Acquisition Customer Expansion

ReinforceDefeat STATUSQUO BIAS

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange? Why

Now?WhyStay?

WhyEvolve?

STATUSQUO BIAS

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange? Why

Now?WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different PsychologyDifferent Stories

Different Skills

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange? Why

Now?WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different PsychologyDifferent Stories

Different Skills

DISRUPTOR

-12% Share-New Product Advantages-Take Competitive Share

DEFENDER

-80%+ Share-Product Update Price Increase-Prevent Customer Churn

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange? Why

Now?WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different PsychologyDifferent Stories

Different Skills

DISRUPTOR

-12% Share-New Product Advantages-Take Competitive Share

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeat

Why Change Messaging Model

Introduce Unconsidered

Needs

Show Limitations of Current Approach

Compare Improved New

Approach

Tell Before and After Success

Story

De-Stabilize Preferences

Cost of Staying Same

Clear Contrast

Proof Story

Why Change Test Results

50

11

10

Different or Unique%Higher Quality +%More Likely to Purchase+%

Customer Acquisition Customer Expansion

ReinforceDefeat

WhyChange? Why

Now?WhyStay?

WhyEvolve?

STATUSQUO BIAS

Different PsychologyDifferent Stories

Different Skills

DISRUPTOR

-12% Share-New Product Advantages-Take Competitive Share

DEFENDER

-80%+ Share-Product Update Price Increase-Prevent Customer Churn

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeat

De-stabilize Preferences

Cost ofSame

ClearContrast

ProofStory

Status Quo BiasDefeatReinforce

XReinforce X Reinforce

XReinforce

XReinforce

Document Results

Review Prior Decision Process

Mention Risk of Change

Highlight Cost of Change

Detail Your Competitive

Advances

Reinforce Preference

Stability

Reinforce Anticipated Regret and

Blame

Reinforce Perceived Cost

of Change

Reinforce Selection Difficulty

Why Stay Messaging Model

Why Stay Test Results

10

13

11

Higher Favorability %Greater Intention to Renew+%Less Likely to Switch+%

Why Evolve Messaging Model

Why Evolve Test Results

10

13

16

More Convincing Case%More Willing to Update+%More Likely to Purchase+%

LEARN APPLY REINFORCE

Call RecordingRecorded Video Challenge

Messaging Fluency

Record and submit yourself delivering the new message for observable practice and demonstrated proficiency. Receive expert, detailed coaching and feedback. Optional Certification.

Interactive Playbook

Playbook containing new messaging and content

assets for getting attention, delivering a presentation, and follow-up nurturing.

Including demonstration and skills coaching videos

Call/online meeting recording to measure

message and skill adoption, review and coach specific

performance, and correlate actual usage to actual

business impact

Slides