CHAPTER 10

“What’s in It for Me”(WIIFM) Thinking

No matter what story you tell, make the buyer the hero.

Chris Brogan

There are two connotations of ‘What’s in it for Me’ (WIIFM) thinking, namely (1) how it applies directly to you personally and (2) how WIIFM applies to others with whom you are dealing.

WIIFM for You, and Only You. Consider Yourself Number 1

You have a responsibility to yourself. That implies your physical (health), financial (wealth), emotional (stress), and core relationship (family) well-being. The nuance here relates to how you plan your business, whether it be start-up, acquisition, merger, strategic partnership, divestiture, expansion or full-blown growth. In these instances, you need to be astonishingly selfish. You and ...

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