This was an idea I had back in 2004, when I was still in the advertising business.
I figured that compared to selling an idea to the people inside the organization, selling to the outside world is a piece of cake.
We can argue about how true that actually is, but it did occur to me back then (as it still does) that if you want to see the sales curve go up, maybe your best bet is to try to change your company first, before you try to change the customer.
At the end of the day, people have to buy an idea, before they buy the product. And if your employees don’t get excited by the idea, why should anyone else?
Besides, employees aren’t there to buy your product. They’re there to buy the idea that conceived the product. Big difference.
Twelve years later, it’s a business that is getting more relevant by the day.