I have a saying: ‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’. You need to create a response from your prospects like, ‘How can they possibly offer this?’ Or, ‘How can they guarantee so much?’ Or, ‘Are these people out of their minds?’ It must look outrageous. It must make the decision a no-brainer for your prospects. A compelling offer is infinitely more powerful than a convincing argument
