FOREWORD

I'm an entrepreneur. Launched my first business in 2007. Like most entrepreneurs, I thought we had the best product in the industry. All we had to do was build awareness and it would sell like hotcakes.

Until it didn't.

In hindsight, the product was fine . . . but all our conversations revolved around our “amazing” product. We were cold-calling and cold-emailing, hitting the trade shows, aggressively pitching the features and benefits.

It was incredibly challenging . . . and painful.

Two years later, we (finally) realized our problem. We were trying to extract value from a group of buyers (audience) before delivering any value to them. We were trying to start conversations with people who didn't want (at all) to talk with us.

What if ...

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