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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model. In retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms. Today, we’re announcing something new—though “new” might not be quite the right word. Coefficient Agency is now simply Coefficient: the value design firm. You’ll find us now at coefficient.xyz.  This is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best. It is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve. But in doing this work for others, we eventually realized we needed to eat our own dogfood. And so we did. Rather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls. Looking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. And in that process, we learned three lessons worth sharing. 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Transformation is incremental: learn, adjust, refine, sharpen, and take the next step.\n\nBut that process requires courage.\n\nThe hardest lesson of eating our own dogfood was accepting that you cannot find your next growth curve while clinging to the safety of the current one.\n\nMost companies pivot too late. They wait until revenue softens, leads slow down, or their team loses conviction. They wait until urgency forces change rather than choosing change while momentum is still on their side.\n\nThe best time to reinvent is before you need to.\n\nThat means paying attention. It means being honest about declining energy, drifting market fit, or an offer that’s gone stale. It means acknowledging that what got you here won’t get you there. 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Both market energy and your own.","absoluteBoundingBox":{"x":52096.0,"y":4328.0,"width":311.0,"height":72.0},"isolatedAbsoluteRenderBounds":{"x":52100.6171875,"y":4334.09619140625,"width":284.65234375,"height":63.74365234375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":72.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The best path to growth is to follow the energy. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model. In retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms. Today, we’re announcing something new—though “new” might not be quite the right word. Coefficient Agency is now simply Coefficient: the value design firm. You’ll find us now at coefficient.xyz.  This is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best. It is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve. But in doing this work for others, we eventually realized we needed to eat our own dogfood. And so we did. Rather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls. Looking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. And in that process, we learned three lessons worth sharing. 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does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts.\n\nBut that’s where their similarities end. 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does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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It’s not a coat of new paint on old walls. It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most. We didn’t just teach the framework. We lived it. And in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb. If you want to be a better dog in your own market, eat your own dogfood. Not because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next. We did. 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It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most.\n\nWe didn’t just teach the framework.\n\nWe lived it.\n\nAnd in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb.\n\nIf you want to be a better dog in your own market, eat your own dogfood.\n\nNot because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next.\n\nWe did. 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It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best.\n\nIt is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve.\n\nBut in doing this work for others, we eventually realized we needed to eat our own dogfood.\n\nAnd so we did.\n\nRather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls.\n\nLooking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. 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You know, the value you want your customers to rely upon you bringing them every time? If you don’t or it’s not clear, perhaps, as I wrote about before, Maslow can help. But only so far. Maslow’s hierarchy of needs is generalized to humanity at large and we all know that people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult.  Water it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience. Fortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services. Their extensive research revealed that there are seven different ways people think about the purchasing process. 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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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It’s not a coat of new paint on old walls. It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most. We didn’t just teach the framework. We lived it. And in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb. If you want to be a better dog in your own market, eat your own dogfood. Not because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next. We did. 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It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most.\n\nWe didn’t just teach the framework.\n\nWe lived it.\n\nAnd in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb.\n\nIf you want to be a better dog in your own market, eat your own dogfood.\n\nNot because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next.\n\nWe did. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":49968.0,"y":3526.0,"width":576.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":49968.22265625,"y":3532.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,2674.0]],"size":{"x":576.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model.\n\nIn retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms.\n\nToday, we’re announcing something new—though “new” might not be quite the right word.\n\nCoefficient Agency is now simply Coefficient: the value design firm. \nYou’ll find us now at coefficient.xyz. \n\nThis is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best.\n\nIt is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve.\n\nBut in doing this work for others, we eventually realized we needed to eat our own dogfood.\n\nAnd so we did.\n\nRather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls.\n\nLooking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. And in that process, we learned three lessons worth sharing. These are lessons we believe every founder, owner, and strategic leader will face in some 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You know, the value you want your customers to rely upon you bringing them every time? If you don’t or it’s not clear, perhaps, as I wrote about before, Maslow can help. But only so far. Maslow’s hierarchy of needs is generalized to humanity at large and we all know that people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult.  Water it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience. Fortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services. Their extensive research revealed that there are seven different ways people think about the purchasing process. 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does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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Each has a different “mental model” – seven different lenses for how they see the world. \n\nThat’s still a lot of different perspectives to consider in creating a brand promise.","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"13":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"4":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","hyperlink":{"type":"URL","url":"https://amzn.to/3IF4EAd","openInNewTab":true},"textDecoration":"UNDERLINE","isOverrideOverTextStyle":true,"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"2":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","hyperlink":{"type":"URL","url":"https://www.coefficientagency.com/insights/how-do-you-know-if-your-value-prop-is-incomplete-maslow-can-help","openInNewTab":true},"textDecoration":"UNDERLINE","isOverrideOverTextStyle":true,"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2313:12507":{"type":"FRAME","id":"2313:12507","name":"Frame 184","absoluteBoundingBox":{"x":52196.0,"y":1032.0,"width":294.0,"height":22.0},"isolatedAbsoluteRenderBounds":{"x":52196.0,"y":1032.0,"width":294.0,"height":22.0},"relativeTransform":[[1.0,0.0,20.0],[0.0,1.0,0.0]],"size":{"x":294.0,"y":22.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":8.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2313:12508","2313:12510"]},"2313:11803":{"type":"TEXT","id":"2313:11803","name":"How does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. Your prospects do.","absoluteBoundingBox":{"x":51564.0,"y":3651.0,"width":552.0,"height":720.0},"isolatedAbsoluteRenderBounds":{"x":51564.14453125,"y":3657.09594726562,"width":549.9609375,"height":711.391845703125},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2978.0]],"size":{"x":552.0,"y":720.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"How does this apply to me?\n\nNow, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus.\n\nThis is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives.\n\nDoes it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind?\n\nThat’s the mobilizer test. You might as well be asking these questions about your brand promise. 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The “what if” questions arrived on schedule: What if we narrow too far? What if the market doesn’t respond? What if we lose opportunities? But the bolder question was this: What if we’re right? What if this is the path to the next growth curve? What if this unlocks greater value, deeper expertise, and better outcomes for our clients? What if this decision becomes the catalyst for the best work we’ve ever done? We believed it might. So we acted. And the truth is this: The risk didn’t shrink us. 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Transformation is incremental: learn, adjust, refine, sharpen, and take the next step.\n\nBut that process requires courage.\n\nThe hardest lesson of eating our own dogfood was accepting that you cannot find your next growth curve while clinging to the safety of the current one.\n\nMost companies pivot too late. They wait until revenue softens, leads slow down, or their team loses conviction. They wait until urgency forces change rather than choosing change while momentum is still on their side.\n\nThe best time to reinvent is before you need to.\n\nThat means paying attention. It means being honest about declining energy, drifting market fit, or an offer that’s gone stale. It means acknowledging that what got you here won’t get you there. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":52428.0,"y":3754.0,"width":552.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":52428.22265625,"y":3760.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2722.0]],"size":{"x":552.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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