3 articles tagged ‘Domain’
- Worldview: Embrace an existing one to be noticed
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We view the world differently based on our biases, assumptions, values and experience. Our worldview filters what we pay attention to; what we believe.
Our worldview underlies the story we tell ourselves about what’s happening. It drives the guessing machine we use to predict future events.
Your target audience is a cluster of people who share a worldview and who are paying attention to your domain. But, while they notice newcomers, will they notice you?
- Target audience: They’re waiting for you to show up
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Don’t waste your time interrupting people not paying attention. Instead, focus on those few special people who are paying attention.
Those few special people are discussing your domain on forums, blogs and newsgroups. Your first job is to find and join these continuing conversations.
Don’t barge in, interrupt and start selling; that’s the best way of ensuring they’ll ignore you. Instead, start by listening for a while before contributing.
- Lessons: Selling tools to developers who hate tools
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As application tool vendors we convinced prospects with metrics and ROI. Adopting tools, we thought, was a no-brainer. Even so, selling to developers who didn’t want to use tools was difficult. Time and again developers successfully blocked tool adoption.
Our problem: their worldview didn’t include the idea tools are useful. Our solution: we focused on the 1 or 2 developers whose existing worldview did include a positive attitude towards tools.
Whether or not these developers had formal authority, we got our tool into their hands so they could reach their own conclusions. If they thought our tools worthy, they’d start spreading the word internally. Having someone who developers trust spread our story for us made all the difference.
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