In Episode 13, I introduced the concept of Identity Value, with a promise to dig in deeper in a future episode. Here it is in Brent's Breakdown this week (Episode 18: Identity Value, Part 2).
Understanding the three distinct lenses of value through which customers view a supplier solution is critically important in building consensus across increasingly large and complex B2B buying groups.
From a customer stakeholder’s perspective, the effort, time, and possibly even professional risk entailed in winning colleagues over to a six- or seven-figure deal often simply isn’t worth it, irrespective of how excited they might be about the potential value of that solution to both them and their company.
Bottom line, there is a clear difference between willingness to buy versus “willingness to fight.” What exactly is the difference? How do we specifically solve for the latter? And what exactly does that look like in actual practice—can you give me a real-world example? That’s Identity Value. Here’s a deeper dive.
