Movement creation beats problem-solving

Every movie starts with some kind of shift in the world, and I call this shift the shift from the old game to a new game. This structure really is about defining a movement, and that's very different from, 'Hey, I'm going to solve your problem.'

We got to show them that the future is not going to just be sort of okay. They see it as split between a very negative outcome and a potentially very positive outcome.

In a way you're not pitching product. Product is like a prop for making the story come true. Very important prop, but there's this higher level overlay that becomes the focus of the conversation.

It's not just that they're championing for a tool, they're also championing for a new way of working. If you can equip your customers with that philosophy, that's something they can really get behind and champion.