The Flywheel / Service / 14 Offers
Offers
Write the promise of what you will do for a customer, and what it costs, so they can say yes.
The tool for this step
The Promise
Promise what you'll do. Write down what you'll do for a person, by when and for what price, and what you'll do if you fall short, clearly enough to say yes to in one reading.
What it is
Offers writes down the promise: what you will do for a person, by when, what it costs, and what you will do if you fall short. It comes straight out of the Workbench.
An offer is not a product sheet or a pitch. A person should be able to say yes to it in one reading, without being sold to.
How to run it
What you produce
The Promise: promise what you'll do. Write down what you'll do for a person, by when and for what price, and what you'll do if you fall short, clearly enough to say yes to in one reading.
Examples
One letter a month
“One letter a month, and a sticker for the fridge. Cancel any time; keep every letter. If a letter is late, the next month is on us.” One price, one promise, one owner.
Where it goes wrong
- Pricing hope instead of evidenceIf the Workbench didn't find a moment of value worth this much, the price is a guess.
- The feature sheetPeople choose what will happen to them, not a list of what the thing contains.
- Folding it into the old cataloguePeople paid to sell the old thing will smother the new one.
- A promise nobody keepsWithout one named person who keeps it, the promise is broken by default.
What it hands on
The Handshake turns the yes into something both sides keep.