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But the more interesting truth is this: When you narrow your market, you broaden your appeal. Not to everyone. But to the right ones. Early on, we served anyone who needed digital marketing. We ran websites, campaigns, funnels, product launches, ads, videos. You name it. If you could assign it to a digital team, we did it. But wide markets dull sharp value. Your expertise spreads thin. Your message gets diffused. Your team gets fragmented. As we grew, a pattern began to emerge. We consistently delivered the greatest value—not just good work, but transformative outcomes—for B2B technology firms, IT services firms, and professional services companies. These organizations had complex value stories that needed clarity. They had strong capabilities but weak articulation. They felt the symptoms of growth friction but couldn’t diagnose the source. That’s where Dynamic Value Design™ was born. We weren’t just “good at marketing” for these companies. 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But the more interesting truth is this:\n\nWhen you narrow your market, you broaden your appeal.\n\nNot to everyone. But to the right ones.\n\nEarly on, we served anyone who needed digital marketing. We ran websites, campaigns, funnels, product launches, ads, videos. You name it. If you could assign it to a digital team, we did it. But wide markets dull sharp value. Your expertise spreads thin. Your message gets diffused. Your team gets fragmented.\n\nAs we grew, a pattern began to emerge. We consistently delivered the greatest value—not just good work, but transformative outcomes—for B2B technology firms, IT services firms, and professional services companies. These organizations had complex value stories that needed clarity. They had strong capabilities but weak articulation. They felt the symptoms of growth friction but couldn’t diagnose the source.\n\nThat’s where Dynamic Value Design™ was born.\n\nWe weren’t just “good at marketing” for these companies. We were reshaping offers, repositioning solutions, diagnosing value gaps, and helping leadership teams find new growth curves.\n\nSo we asked the question we ask our clients: “What’s the market where your value resonates most clearly and powerfully?”\n\nThe answer wasn’t “everyone who needs marketing.” It was B2B companies selling complex solutions who needed their value re-engineered around what customers care about most.\n\nWhen we narrowed our focus to serve tech and services companies exclusively, the effect was immediate. Our work deepened. Our message clarified. Our team aligned. The value we delivered sharpened.\n\nNarrowing the market wasn’t constraining—it was liberating. It forced us to articulate who we served best, double down on what we do differently, and build a firm around a very specific problem: helping companies create an offer their best customers can’t ignore.","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"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},"14":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"15":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"16":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"17":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"18":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"19":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"20":{"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":{"6":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"5":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2520:18192":{"type":"FRAME","id":"2520:18192","name":"Frame 135","absoluteBoundingBox":{"x":61323.0,"y":852.0,"width":552.0,"height":984.0},"isolatedAbsoluteRenderBounds":{"x":61323.0,"y":852.0,"width":552.0,"height":984.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":984.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2520:18193","2520:18202"]},"2520:18202":{"type":"TEXT","id":"2520:18202","name":"Nine years ago, we launched Coefficient Agency with a simple vision: take the marketing talent we’d honed over decades and share it with the world. 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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I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should. Let me explain. Years ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment. Yet, for some reason, they just couldn’t get sales traction with it. To understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away. So, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?” The consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach. “So, what problems are you searching to find the answers for?” I asked.  Their answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling. That feature subset became the hook – their new lead offering – from which they could upsell their entire software suite. And, therein, is the first of three attributes of a good lead offer: It must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need. It must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand. It must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.   Think of your lead offering as your prospect’s “start here” sign. Decluttering the presentation of your other products and services to highlight your lead offering doesn’t diminish them; it makes it easier for your customer to experience the entire range of value you deliver. 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I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should.\n\nLet me explain.\n\nYears ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment.\n\nYet, for some reason, they just couldn’t get sales traction with it.\n\nTo understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away.\n\nSo, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?”\n\nThe consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach.\n\n“So, what problems are you searching to find the answers for?” I asked. \n\nTheir answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling.\n\nThat feature subset became the hook – their new lead offering – from which they could upsell their entire software suite.\n\nAnd, therein, is the first of three attributes of a good lead offer:\n\nIt must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need.\n\nIt must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand.\n\nIt must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.  \n\nThink of your lead offering as your prospect’s “start here” sign. Decluttering the presentation of your other products and services to highlight your lead offering doesn’t diminish them; it makes it easier for your customer to experience the entire range of value you deliver.\n\nAfter all, that’s what it’s about: leaving them with an increasingly rich and rewarding 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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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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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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. 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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? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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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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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. 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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. 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does this apply to me? 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Let me explain. Years ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment. Yet, for some reason, they just couldn’t get sales traction with it. To understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away. So, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?” The consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach. “So, what problems are you searching to find the answers for?” I asked.  Their answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling. That feature subset became the hook – their new lead offering – from which they could upsell their entire software suite. And, therein, is the first of three attributes of a good lead offer: It must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need. It must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand. It must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.   Think of your lead offering as your prospect’s “start here” sign. Decluttering the presentation of your other products and services to highlight your lead offering doesn’t diminish them; it makes it easier for your customer to experience the entire range of value you deliver. After all, that’s what it’s about: leaving them with an increasingly rich and rewarding 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I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should.\n\nLet me explain.\n\nYears ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment.\n\nYet, for some reason, they just couldn’t get sales traction with it.\n\nTo understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away.\n\nSo, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?”\n\nThe consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach.\n\n“So, what problems are you searching to find the answers for?” I asked. \n\nTheir answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling.\n\nThat feature subset became the hook – their new lead offering – from which they could upsell their entire software suite.\n\nAnd, therein, is the first of three attributes of a good lead offer:\n\nIt must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need.\n\nIt must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand.\n\nIt must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.  \n\nThink of your lead offering as your prospect’s “start here” sign. Decluttering the presentation of your other products and services to highlight your lead offering doesn’t diminish them; it makes it easier for your customer to experience the entire range of value you deliver.\n\nAfter all, that’s what it’s about: leaving them with an increasingly rich and rewarding 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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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does this apply to me? 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does this apply to me? 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That’s because anyone who wants to advance change in an organization is likely to be one of these types of people.\n\nAnd your brand promise needs to appeal to them.\n\nWhich begs the question, How do I know if it does?","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[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}},"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":{}},"2520:16837":{"type":"FRAME","id":"2520:16837","name":"Frame 3","absoluteBoundingBox":{"x":60207.0,"y":673.0,"width":576.0,"height":528.0},"isolatedAbsoluteRenderBounds":{"x":60207.0,"y":673.0,"width":576.0,"height":528.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,0.0]],"size":{"x":576.0,"y":528.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":112.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2520:16841"]},"2520:18197":{"type":"FRAME","id":"2520:18197","name":"Frame 182","absoluteBoundingBox":{"x":61343.0,"y":852.0,"width":100.0,"height":22.0},"isolatedAbsoluteRenderBounds":{"x":61343.0,"y":852.0,"width":100.0,"height":22.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":100.0,"y":22.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.992156863212585,"g":0.341176480054855,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingRight":4.0,"paddingLeft":4.0,"layoutMode":"HORIZONTAL","itemSpacing":10.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2520:18198"]},"2520:5350":{"type":"FRAME","id":"2520:5350","name":"Frame 182","absoluteBoundingBox":{"x":59115.0,"y":2948.0,"width":552.0,"height":1128.0},"isolatedAbsoluteRenderBounds":{"x":59115.0,"y":2948.0,"width":552.0,"height":1128.0},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2096.0]],"size":{"x":552.0,"y":1128.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["2520:5351","2520:5353"]},"2520:5494":{"type":"TEXT","id":"2520:5494","name":"Let’s think about the core attribute for each of these archetypes. 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design is both a business strategy and a human one. 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It lives at the intersection of what the market wants and what you want.\n\nMost businesses over-index on one or the other.\n\nSome 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.\n\nOthers 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.\n\nHealthy growth requires both kinds of energy working together:\n\nMarket energy: Do buyers value this? Does it resonate? Does it solve a real problem?\nFounder energy: Does this work energize me? Does this market interest me? 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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. 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looking closer at the data, the authors discovered that though seven different archetypes may be involved in a purchase, only three of these had the most influence in the actual purchasing decision.  They are the “mobilizers,” as the authors refer to them. 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. But that’s where their similarities end. They may push for change but think about it from entirely different perspectives. 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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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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. 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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":59115.0,"y":3574.0,"width":552.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":59115.22265625,"y":3580.09594726562,"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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They want to protect the organization from stupid change. ","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[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}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","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":{"3":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2520:16059":{"type":"FRAME","id":"2520:16059","name":"Content","absoluteBoundingBox":{"x":60127.0,"y":544.0,"width":417.0,"height":16.0},"isolatedAbsoluteRenderBounds":{"x":60127.0,"y":544.0,"width":417.0,"height":16.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":417.0,"y":16.0},"fills":[],"strokeAlign":"INSIDE","layoutGrow":1.0,"strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["2520:16060","2520:16061"]},"2520:5176":{"type":"FRAME","id":"2520:5176","name":"Component 11","absoluteBoundingBox":{"x":59115.0,"y":852.0,"width":406.0,"height":22.0},"isolatedAbsoluteRenderBounds":{"x":59115.0,"y":852.0,"width":406.0,"height":22.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":406.0,"y":22.0},"fills":[],"visible":false,"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":8.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2520:5177","2520:5178"]},"2520:18299":{"type":"TEXT","id":"2520:18299","name":"How does this apply to me? 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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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So, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?” The consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach. “So, what problems are you searching to find the answers for?” I asked.  Their answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling. That feature subset became the hook – their new lead offering – from which they could upsell their entire software suite. And, therein, is the first of three attributes of a good lead offer: It must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need. It must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand. It must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.   Think of your lead offering as your prospect’s “start here” sign. 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I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should.\n\nLet me explain.\n\nYears ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment.\n\nYet, for some reason, they just couldn’t get sales traction with it.\n\nTo understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away.\n\nSo, I asked, “If this product is so appealing, why didn’t you know about it or search for something similar?”\n\nThe consensus answer was, “Because we didn’t know that this problem could be solved.” They had grown so used to doing something a certain way, that they hadn’t stopped to consider if there might be an alternative approach.\n\n“So, what problems are you searching to find the answers for?” I asked. \n\nTheir answer to that question became my client’s new lead offering. As it turns out, it was an easy adaptation since the very problem they were actively looking for help with was, in fact, a subset of the larger offering my client had trouble selling.\n\nThat feature subset became the hook – their new lead offering – from which they could upsell their entire software suite.\n\nAnd, therein, is the first of three attributes of a good lead offer:\n\nIt must solve a known and compelling need. Of course, you’d like to think that all of your products and services solve a need. But not all needs are created equal. Find the need that has the most persistent economic consequence for your prospect and align a lead offering to that need.\n\nIt must advance your brand promise. A good lead offering enhances the brand promise of your company. Your customer’s perceptions of what they can expect from you should be affirmed every time they interact with you or your offering. Substandard product quality or spotty service performance is death to your brand.\n\nIt must provide a growth path. Your lead offering should be an opportunity to upsell your other products or services. Deciding on your lead offering can bring additional internal clarity about how your other products and services support your customer’s growth and provide new ways to communicate that value to them.  \n\nThink of your lead offering as your prospect’s “start here” sign. Decluttering the presentation of your other products and services to highlight your lead offering doesn’t diminish them; it makes it easier for your customer to experience the entire range of value you deliver.\n\nAfter all, that’s what it’s about: leaving them with an increasingly rich and rewarding 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I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should. Let me explain. Years ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment. Yet, for some reason, they just couldn’t get sales traction with it. To understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. To put it mildly, they were blown away.","absoluteBoundingBox":{"x":59115.0,"y":1913.0,"width":552.0,"height":384.0},"isolatedAbsoluteRenderBounds":{"x":59115.16015625,"y":1919.31994628906,"width":549.76171875,"height":375.168090820312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":384.0},"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":"Before I answer that, it’s important to keep in mind that your best lead offering may not already exist — at least not in the form that it should.\n\nLet me explain.\n\nYears ago, a client asked me to help them understand why their software offering wasn’t selling as well as it should. By all accounts, it should have been a barnstormer. It was feature-rich and had an amazing return on investment.\n\nYet, for some reason, they just couldn’t get sales traction with it.\n\nTo understand why, I conducted a few focus groups among their ideal market prospects. The fact that the company had made a valuable product was immediately evident when I started talking about it. Nearly everyone wanted to know more and nearly everyone wrote down the name of the company so they could look it up later. 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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. Your prospects do.","absoluteBoundingBox":{"x":59115.0,"y":3830.0,"width":552.0,"height":720.0},"isolatedAbsoluteRenderBounds":{"x":59115.14453125,"y":3836.09594726562,"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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