068 #4 Ratchet Up the Pain
Approach #4: Increase Attention to the Problem (”Ratchet Up the Pain”)
So there is some evidence that a solution is possible. However, we subscribe to the axiom, “no competition, no market”, and its corollary, “no category, no customers”.
The challenge is not to simply promote the ActionMap Toolkit. The challenge is to develop market attention to the category of collaborative solutions development.
That, again, is the purpose of this article. Here is the procedure that has been followed so far:
1) Give the problem a name: collaborative solutions development.
2) Identify a major pain point: the long cycles of meetings and communications, the resulting cost, error, risk and delay, and the accompanying frustration, etc., etc.
Since the market has apparently learned to tolerate that pain, the next step is:
3) Increase focus on the problem, or “ratchet up the pain”, by adding information about the scope and impact of the problem.
And since the cost, error, risk, delay, etc., haven’t created the necessary focus, we’re going to take it to the next level:
- the battle to gain competitive advantage, and
- strategic competition for the future.