CHAPTER  10

End Game

The revolution is not an apple that falls when it is ripe. You have to make it fall.

—Che Guevara

You have created the perfect strategy to disrupt by design. There is a real, addressable market scarcity that you have uncovered. You identified the most important JTBDs that your product can serve, and the results that the market desires from your solution. You have a killer price strategy. You even have the potential for a strong network effect and viral growth. Your marketing strategy is flawless.

On paper.

Unfortunately, your target customers haven’t seen the paper, and they don’t know who you are. They don’t understand what your product does, that it was designed for them, or that none of the alternatives are as good. ...

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