Notes
Short notes on why people say yes.
One idea at a time, straight from the book. Each one ends with something you can try before Friday.
- 01 · DecisionsWhy your best pitch keeps losing to a worse storyYour deck was right. Your numbers were right. The room still said “let’s think about it.” Here is what was actually deciding.3 min
- 02 · LossNobody wants to unlock anything. Everybody wants to keep.Why “keep your playlists” beats “unlock five thousand new shows”, and how to use that without lying to anyone.3 min
- 03 · AnchorsThe bread maker that existed only to be comparedWhy the first number anyone sees quietly decides what everything else is worth.3 min
- 04 · MemoryYour customers don’t remember your service. They remember the last five minutes.Memory keeps highlights, not averages. Design the ending, because it writes the whole story.2 min