Thinking in an age of excess

The internet solved one of our biggest problems: access to information.

In doing so, it created a new problem: too much information to process.

In Thinking Fast and Slow, Daniel Kahneman explains our brains work in two systems:

System 1 is fast and associative, but error-prone.

System 2 is slow and logical, but takes effort.

The ’Who’ economy exists because the majority of our conclusions come from System 1.

It’s just the way our brains work.

It’s easier to identify subject matter experts and trust them than it is to do due diligence ourselves on everything every time.

Nearbound sales play-by-play

“I loved being sold by you,” is rare feedback.

Here’s how Will Taylor and Luke Ruffing used Nearbound sales to impress the heck out of a customer:

Got intel from a mutual partner

Before Will and Luke met with the customer, they set up a meeting with a partner who had been doing business with the customer for over a year.

In less than 15 minutes, they had answers to questions like:

• What is the customer’s business initiative?
• What are their KPIs tied to?
• What is their procurement process?
• What is their decision criteria?
• EB/DM’s who approved and signed the partner’s paper

Helped first, then sold

Now that they had this information, they could enter the conversation with value upfront.

They framed it as:

• You do X today
• You care about Y
• Z is a gap/problem
• A, B, and C can be the solution

So, you can do A, B, and C to overcome Z, enhance X, and achieve Y. 🤔

"People buy from people. They want to trust that what you’re about to talk about is actually worth their time," explained Will Taylor.

(Quick tip: Send this and the Nearbound Blueprint to your sellers!)

The Hustle - let’s break it down

B2C brands keep partnering to produce some of the weirdest combinations.

The Hustle gave their opinions on why:

“Partnerships are nothing new…but today’s blistering rate of them can be attributed to two things, per Ad Age.

Those are all great points, but the Hustle missed something — trust.

Novelty and scarcity aren’t the only things making these partnerships stand out. Partnerships magnify value.

And in partnerships, each party becomes an advocate for the other party’s product or service. Tiffany became an advocate for Nike, and Nike became an advocate for Tiffany. Now it’s not just one company’s years of brand affinity behind a product, but two.

The smartest companies aren’t going to market alone anymore.

Stuff you don’t want to miss!

• August 30, 2 PM EST –
  Partnerships Career Power-Up: Write to Win in Partnerships. Join Steve Quan, VP, Global Strategic Partners at Expedia Group
  and Scott Pollack (CEO at Firneo) as they dive into
  all the elements and frameworks that are necessary for effective business writing.
• September 7, 4-10 PM EST – INVITE-ONLY EVENT –
  Nearbound at Night
  – We’re partnering with HubSpot for some major fun on the green ⛳️. Only a 5-minute walk from HubSpot’s Inbound 2023 conference. VIP guest list. Toasts from industry leaders like Scott Brinker, Harbinder Khera, Tyler Calder, and more.
  
• September 28, 12 PM EST
  -
  Game Changers: Isaac Morehouse —
  Isaac will join Oana Manolache to talk about how to use content creation to define a category. He’ll share the 3 elements to help you build brand awareness, drive pipeline, and unite your team.
  

Help us help you

Send this to a friend and help us be a part of their system 1.