the trapeze bar they are on

Don’t Sell a Product, Sell a Whole New Way of Thinking
Mark Bonchek
JULY 18, 2014
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TRANSITION: The model for how to bring a new future into being. Do people recognize the problem, and the value of your solution, but fail to make the change? Sometimes people recognize the need to jump from the trapeze bar they are on, and can see the merits of the new bar you are offering them, but feel they can’t make the jump. In this case, focus on a mental model related to the transition. Define a roadmap that explains to them how to get from where they are to where they want to go.
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移行
これが難しい。保守的な企業様のメンタルは、現時点で十分にうまくいっているので将来も同じでいいという幻想をどうやんわり打ち砕くか、あるいは外部ショックに頼るかこれが難しい。

幻想と言われて第一の反応は余計なお世話。どうするか？動機は収益あるいは業績の向上にあるので、収益の考え方を別の次元で教えてくれる第三者や権威があればそれを使うのもいい。