Nobody wants a website. They want results!
summary
Argues that clients want measurable business outcomes, not a “website,” and recommends qualifying prospects by budget, authority, need and timeframe then forcing KPIs into the conversation (use Google Analytics, spreadsheets, BI tools or Salesforce integrations). Shows qualification math — start with about 1000 leads → 5–20 projects — and sells or charges paid discovery when KPIs are missing. Pushes development sprints to deliver Minimum Viable Approvable Value (work must move KPI metrics) so projects are contractually measurable and failure is diagnosable rather than subjective.
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chapters (6)
- 0:00Start
- 15:26BANT
- 18:43Qualification Question
- 22:22What Are We Going To Measure?
- 26:45Content Strategy
- 27:16Design Services
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