To succeed in the Era of Trust Networks, how do you need to think differently about value propositions?

BUYING LOGIC FOR Guerilla Messaging

• Word-of-mouth marketing relies on person-to-person storytelling, usually within a power or trust relationship (manager-staff or friend-associate relationships, respectively).
• Person-to-person storytelling simplifies complex or nuanced value propositions, reducing stories to a single metaphor and a poignant punchline.
• Intentional simplification of complex or nuanced value propositions into guerilla speech acts speeds word –of mouth.
• The hard work of simplifying how your new technology or disruptive innovation brings value to commercial customers starts with solution evangelists—individuals who seize upon the realization that advocating change can bring them significant professional recognition and financial rewards.
• Guerilla messaging codifies the speech acts of solution evangelists of early-stage markets, using their metaphors and punchlines to introduce your new technology or disruptive innovation to commercial customers and thus, facilitating a purchase decision.
• GISTICS promises to show solution evangelists how to speed the purchase of your new technology or disruptive innovation, using guerilla messaging to explain enhancements to the business model of commercial customers.

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