🧵When building a Revenue Strategy, establishing PAIN alone is not...
Pete Crosby@petercrosby
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Jun 10, 2026
~1 min read
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🧵When building a Revenue Strategy, establishing PAIN alone is not enough. ❌
Buyers act because of RISK. 🧵
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Buyers act because of RISK. 🧵
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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.
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💔 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.
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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. ⚠️☠️
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🔥 The reason we get scared is RISK
- in this case, the RISK of a heart attack, and maybe even death. ⚠️☠️
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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. ❌
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PAIN alone is not enough. ❌
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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?
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📈 Propensity - how likely is this to happen?
💥 Impact - how severe will the event be?
⏳ Proximity - when will it happen?
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📊 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.
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