Why Killer Products Don't Sell

Foreword. Introduction. Why we wrote this book. A bar in Rotterdam. Who should read this book. How to read use this book. PART 1: SOME KILLER PRODUCTS REALLY DON'T SELL. So many products, so few sales. Heroic failures. So firstly, what is a failure? PART 2: IT'S NOT HOW YOU SELL, BUT HOW CUSTOMERS BUY. Sales is sales is sales - right? 4 Buying Cultures. How does this all relate to the Geoffrey Moore's Chasm? WIIFM - so what exactly does this all mean to me? How do people buy? Momentum = getting the right people on board. PART 3: IF THEY ARE BUYING - ARE YOU SELLING? Choosing the correct Buying culture. Exploring the buying cultures. Different buying cultures, different operational cultures. What does a Value Captured Company feel like? What does a Value Created Company feel like? What does a Value Added Company look like? What does a Value Offered Company look like? PART 4: THE BEST KEPT SECRET - VALUE CREATED SALES. Why Value Created. Why do some many companies get it wrong? Vital Signs. Why is Value Created difficult? A Value Added salesman in Value Created sales cycle. A now some good news. PART5: THE MAGIC OF A VALUE CREATED COMPANY. The Perfect Storm. The case for change. Management. R&D. Marketing. Sales. Delivery. Support. Safety notes. PART 6: SO WHAT CAN I DO ABOUT IT? CEO. CEO of Start-up. Chief Operations Officer. Sales Director. Head of M&A. Head of Marketing. Investors or VCs. Head of Innovation. PART 7: ALWAYS CHANGE A WINNING TEAM. Can you have too much success? So, are you performing? Transformation - the OCA Methodology. Using the OCA Methodology. The Final Word: a Summary. Appendix. Case Study - Eden Project. Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve. Book summary - Crossing the Chasm & Inside the Tornado. Book summary - The Empty Raincoat: Making Sense of the Future. Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Leading vs lagging metrics. Running senior management workshops. Case Study - First Recovery.