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🧵When building a Revenue Strategy, establishing PAIN alone is not enough. ❌ Buyers act because of RISK. 🧵 1/7
Imagine a sudden PAIN in the chest 😨 💔 It could be my heart - terrifying! But why is it frightening? After all, if I stub my toe🦶the PAIN I experience is probably more acute than the chest PAIN. 2/7
A toe, even a broken one, is unlikely to need a visit to the ER. 🏥 🔥 The reason we get scared is RISK - in this case, the RISK of a heart attack, and maybe even death. ⚠️☠️ 3/7
When you are constructing your Revenue Strategy, you must be able to articulate THE RISK OF FAILING TO ACT, because this is what triggers URGENCY. ⏰ PAIN alone is not enough. ❌ 4/7
RISK can be measured across 3 scales: 📈 Propensity - how likely is this to happen? 💥 Impact - how severe will the event be? ⏳ Proximity - when will it happen? 5/7
📊 These 3 vertices can each be scored on a scale of 1-5. If you are not scoring 10 or more out of 15… it is probably not RISKY enough to act. 6/7
Premium subscribers can download the PIP RISK MATRIX here: <a target="_blank" href="https://revenue.ghost.io/risk-what-is-the-outcome-of-failing-to-act-on-the-pain/" color="blue">revenue.ghost.io/risk-what-is-t…</a> 7/7