Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It

by Tien Tzuo

In a perfect world, these stories are actually heard in a sequence—the 100,000-foot-high business transformation story, followed by the marketplace story, and only then the product story. You want to create your version of an art gallery, where the goal is to walk the viewer through three rooms in sequence. Room One really isn’t about your company at all—it’s about the context of your company. It’s about what you see going on in the broader commercial world that makes you relevant. Once you’ve established the context, only then do you head into Room Two and articulate the value—the objective benefits based on roles and industries. That’s when you start drilling a little deeper in order to provide specific role-based advice, industry trends, and relevant case studies. And finally, Room Three is the product itself, like the golden idol at the end of the tunnel in Raiders of the Lost Ark. In other words, what your service really does—its features and mechanics.