Before And Now

“I’ve done this before” gets you the credibility, but it lacks a necessary element to ensure repeat success: trust.

“And here’s why it’ll work here” is the necessary talk track to get the buy-in and support you need.

There’s respect in the empathy it takes to realize that this is not that, but it is like it.

Just look at the way the successful growth brands describe themselves. You’ll see language “We’re like X but for Y.”

Take what worked and apply elements of the present focus to it.

Stay Positive & Credibility + Trust = Effectiveness

Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.