Don't Go to David's Anymore

Start-ups need specific details on the current process, then give an easy one for one swap with clear value that you can use to get your foot in the door. Specificity will create trust. Vague, broad value will create indecisiveness. The last thing we'll talk about to day are categories. People make decisions based on the imputs in front of them. Thoughtfully designing the environment in which your customer makes those decisions is as important, if not more important than the product itself.