what is meant by “easily-grasped” in this case, and why is being this type of person good? I.e. why would it be good to have a skill that anyone can easily grasp?
(I’m sure it’s mentioned in the book, but I couldn’t help but ask anyway :])
(I’m sure it’s mentioned in the book, but I couldn’t help but ask anyway :])
I think of Corey Quinn, whose pitch is "I fix your AWS bill." Short, easily-grasped, specific.
this is obliquely referenced in the book, but i believe the most effective pitch is if you can losslessly compress your entire value proposition into two words. https://www.swyx.io/writing/two-words/
Corey invented "Cloud Economist" for this purpose. brilliant. no one can compete in a category you invented.
I've argued that in some ways a more effective positioning statement would have been "I fix the horrifying AWS bill for SaaS companies in the Pacific Northwest" or whatnot; you want your prospective clients to see themselves in what you do.
Fortunately, "the AWS bill" is painful enough of a problem without too many other viable alternatives that this was "enough."
easily-grasped (value prop)
not
(easily-grasped value) prop