Please ask yourself this question: Are sales reps at your organization equipped with a “big idea” that compels your target audience to buy your organization’s solutions? I see very few organizations equipping their reps with a big idea, and would like to offer an approach to teasing out a big idea your reps can use to improve selling performance.

A mentor of mine mentioned this truism, “you can’t afford to go to market twice!” It’s imperative to get it right the first time. However, the way that most b2b sales and marketing organizations create demand and revenue from their go-to-market initiatives is dysfunctional. They are pushing out thought leadership content (webinars, white papers and other demand gen and sales enablement content) without tying it to a big idea theme that resonates with target buyers. They don’t even have predictable insights on their buyers to increase market penetration with the right people. The results are squandered growth opportunities and millions

A few weeks ago I was in Boulder, CO for a client engagement. I ordered Uber first thing in the morning, and walked outside to wait for the driver. A minute or two passed, and in pulled a minivan…not my normal ride. I hopped in, said hi, confirmed with my driver who I was and where I was going, and then started the journey. My driver seemed to be in his early 30s. We started a conversation, and when appropriate I asked him why he was driving. In a chirpy response, he mentioned he was driving to pay back his