Your core message (2 of 3)
For example, say your most valuable customer is an IT leader at a pharmaceutical company. Their list of problems may include:
- Data governance
- Antiquated physical servers
- Frustrated users
- Lack of agility
Any of these problems on their own are big, but they’re probably not the core problem of your most valuable prospect.
The core problem might be something like: “Our IT is a mess and I’m not sure I have what it takes to fix this.”
This problem trumps all other problems in the stack. The other problems aggregate to form this core problem. Notice how this problem isn’t just focused on the thing that is wrong. The problem is so big that it’s overflowing into the personal arena of self-doubt.