As a B2B marketing strategist, I talk a lot about how to use marketing content to encourage prospects to move from status quo situations to realizing the issue they're facing is a priority that must be addressed. One of the reasons it's difficult to build momentum for buying is that people must be willing to embrace change. Well, status quo is not just a concept related to buyers, it's the equivalent of gravity—the weight and drag that keeps people and businesses from achieving their true potential.
It's with great pleasure that I recommend you read my friend and colleague, Rebel Brown's, new book, Defy Gravity: Propel Your Business to High-Velocity Growth.
Rebel says that, "Defy Gravity is about thinking differently, challenging our status quo and re-evaluating our business, our value and our markets. The book includes everything a reader needs to learn the and apply the Principles of Business Flight that power high-velocity growth – from concepts and logic to tactical execution.
"The book offers a systematic approach to finding and ditching our Gravity – the status quo beliefs about our business, our value, our markets and ourselves – that limit our growth. Defy Gravity is every person’s guide to challenging their status quo. Once we challenge our beliefs and knowns – the sky is the limit."
I've worked on a number of projects with Rebel over the years, and she's never once failed to pinpoint the reason a company wasn't achieving its goals, or see a "flight plan" for getting them what they needed to put velocity back into their business. She has a knack for uncovering the true value a company provides and then positioning the company to advantage of all the opportunities their value affords.
Rebel points to some corporate legends as sources of gravity that we must continuously challenge and examine to become what she calls a "zero gravity" company. Some examples include:
- It’s our biggest seller. Without it, we’d lose our market position.
- They’re our biggest customer. We need them to grow.
- The competition has it, so we must get it too.
- He/She's a great guy/gal. We have to keep him/her.
- If we build it they’ll buy it. Our product is just too cool.
- We have to discount to beat that competitor.
Defy Gravity is not just a strategy book, it's a guide with examples, case studies, questions to ask and exercises to help you put her Principles of Business Flight into action. And yes, what she teaches will work—regardless of the state of the economy. In fact, you may just be surprised where the winds of change take you.
Go buy the book! If you buy the book today, Rebel is giving away an 80-page workbook for Defy Gravity to provide you with even more exercises, examples and templates.
