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Lesson 12/22
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12. Reasons not to buy
A simple exercise that every individual and team should conduct before they get anywhere near the selling of their idea: ‘reasons not to buy’. This short lesson explains why this exercise is valuable and how to conduct it.
Introduction
8 min
1. The challenge of selling ideas
3 min
2. About your teacher
3 min
3. Overview of the three principles
Principle 1:
Inciting Incident
4 min
4. Avoiding obscurity
4 min
5. What is the inciting incident?
17 min
6. Constructing the inciting incident
8 min
7. Two types of conflict
2 min
8. Passion and unchecked passion
4 min
9. Conclusion
Principle 2:
Context
4 min
10. Bridging two worlds
8 min
11. Creating context
2 min
12. Reasons not to buy
2 min
13. Conclusion
Principle 3:
The Surgeon
4 min
14. Why a surgeon?
6 min
15. Traits of the surgeon: part 1
4 min
16. Traits of the surgeon: part 2
3 min
17. Conclusion
Principles in Action
10 min
18. Case study
2 min
19. Workshop: Briefing
10 min
20. Workshop: Group 1 – ‘Impossible Foods’
9 min
21. Workshop: Group 2 – ‘Peloton’
Summary
3 min
22. Selling Ideas
Email
LinkedIn
