The Transformational Consumer

CHAPTER FIVERethink What You Sell

The best—maybe the only?—real, direct measure of “innovation” is change in human behaviour.

—STUART BUTTERFIELD

TRANSFORMATIONAL TAKEAWAYS

1. You sell a transformation, not a product.

2. Problem-First > product-first.

3. Use the story spine as a change-management tool to go from product-first to Problem-First.

Slack defines itself on its website by what it does. And what the company does, its stock-in-trade, is “bring all of a company’s internal communications together in one place.” At the next layer of detail, the company website specifies that the Slack app provides real-time messaging, archiving, and search for modern teams.

But internally, Slack’s CEO, Stuart Butterfield, answered the question “What do ...