Dave Bailey

Why we picked it A short, specific essay on why leading with the customer's need, not your product, is what makes a pitch land, with a simple template for writing your own need statement. It's a useful sharpening exercise once you've drafted your two-sentence problem statement and want to test if it's specific enough.

How to Sell the Problem Before Selling the Solution

From Dave Bailey

• Write the need narrative before you write the product description
• A vague problem statement gets a vague reaction, specificity earns real answers
• Ask the prospect to guess what you do after you state the problem, it tells you if your framing landed