When a startup pops up in that space, you know who they're going to want to hire? You. Figure out the real risks, then solve for them. Inversion leads to differentiation, which is the whole game. And it brings us nicely into the next tactic, which will actually help you sell the differentiated thing. The before and after pick. This sounds simple but it's actually really hard for two reasons. First, you've got to know how to describe the before and after. Second,You need to be specific about who you're describing, who your customer is.