That’s where you start.
If you don’t know or don’t know how to address the question of “why would they care,” you won’t get anywhere.
This is the main lesson I’ve learned over the last 9 months as we try to get 4TLAS off the ground.
Why does someone care?
Fear. Pain. Status. Left out or left behind. Pressure.
Not your skills.
Not your tech stack.
Not your “better” solution.
(although you’ll need those to help them succeed)
They care because something in their world feels urgent. Unsafe. Unfair.
If you don’t speak to that, they hear more cacophony or maybe silence.
I mistakenly assumed clarity. We’re a very niche product in a niche market. I assumed our people inherently understand what we do and how we can help. I assumed interest. I assumed people would connect the dots.
They didn’t. That was my fault.
Because they had their own fire to put out, and smart and knowledgeable people are still people. They need you to address what they care about.
What’s keeping them up at night?
What’s at stake if they ignore us?
What happens if they choose nothing?
Why would they care?
That’s the real pitch. Everything else is noise.
