Sales & Customer Workflows

Value innovation and market space creation analysis using Blue Ocean…

Applies Steve Blank's Customer Development methodology from The Four Steps to the Epiphany. Use when a startup is searching for customers and a business model before scaling. Covers the four-step process: Customer Discovery (find if anyone wants what you're building), Customer Validation (prove you can sell it repeatably), Customer Creation (drive demand matched to Market Type), and Company Building (transition from learning org to execution org). Triggers include 'we built it but no one's buying', 'should we hire salespeople yet', 'how do we find our first customers', 'we're burning cash and sales aren't scaling', 'are we in a new or existing market', 'when do we scale'. NOT for companies that have already crossed the chasm into mainstream (use Crossing the Chasm instead), not for optimizing an existing sales funnel, not for product development methodology (this is its companion, not replacement).

Cialdini's seven principles of compliance (reciprocation, commitment-consistency, social proof, liking, authority, scarcity) plus Unity (added 2016) and Pre-Suasion. Use when crafting ethical persuasion (marketing, sales, negotiation), defending against manipulation, or designing systems that need cooperation. Includes replication-crisis caveats and known factual corrections (Bickman parking-meter numbers, Hofling modern replication, Drive Carefully condition disambiguation, Genovese myth).

Builds lead generation systems using Alex Hormozi's Core Four framework (warm outreach, content, cold outreach, paid ads), lead magnets, and Rule of 100. Use when designing customer acquisition, scaling advertising, choosing marketing channels for revenue stage, building referral programs, or fixing low lead flow. Covers lead magnets, LTGP:CAC math, More Better New scaling, and Lead Getters (referrals, employees, agencies, affiliates).

Designs irresistible Grand Slam Offers using Alex Hormozi's value equation, obstacle-solution mapping, value-cost trim/stack, and offer-naming patterns. Use when fixing low conversion rates, packaging products, pricing services, designing high-converting offers, or when prospects browse but don't buy. Covers value stacking, guarantees, scarcity, urgency, and pricing psychology for validated markets.

Designs products around price using the 9 rules from Ramanujam and Tacke - WTP conversations, needs-based segmentation, Good/Better/Best configuration, monetization models, behavioral pricing, and price integrity. Use when designing new products, validating pricing for SaaS/B2B/B2C launches, choosing between subscription/usage/freemium models, fixing post-launch sales below plan, diagnosing failed launches as Feature Shock/Minivation/Hidden Gem/Undead, or when product teams say 'let's price it later'. Not for pure commodities or cost-plus regulated environments.

Applies the StoryBrand SB7 Framework from Building a StoryBrand by Donald Miller. Use when writing website copy, crafting brand messaging, creating marketing materials, building sales funnels, or designing email campaigns. The SB7 Framework positions the customer as the hero and the brand as the guide across 7 story elements. Triggers include 'how should we write our website', 'our messaging is confusing', 'customers don't understand what we do', 'how do I write a tagline', 'what should our homepage say', 'nobody reads our emails', 'how do I create a lead generator', 'our marketing isn't working but our product is good'. NOT for growth channel selection (use Traction), not for product positioning against competitors (use Obviously Awesome), not for pricing (use Monetizing Innovation).

Applies the Bullseye Framework from Traction by Gabriel Weinberg and Justin Mares. Use when choosing growth channels, testing customer acquisition strategies, or deciding where to spend marketing effort. Covers all 19 traction channels with selection methodology, testing protocol, and phase-matched channel advice. Triggers include 'how do we get customers', 'which marketing channel should we use', 'we have a product but no users', 'our growth has stalled', 'should we do content marketing or paid ads', 'how do we test traction channels', 'what channels work at our stage'. NOT for product development (use Lean Startup), not for positioning/messaging (use Obviously Awesome), not for pricing (use Monetizing Innovation), not for enterprise sales methodology (use SPIN Selling).