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Crossing bridges

There’s a reason that most marketers advise us to sell things to people who are already buying: getting something important into the hands of people who have never had it – and doing it in a way that makes a sustainable difference – is difficult.

An incremental improvement on a single axis is unlikely to be enough: You’ll need to cross multiple bridges (price, accessibility, training and ease of use, design, cultural distance) to reach them.

Some of these bridges exist; others you’ll have to build. And once the bridges are in place you’ll probably need to continue to work finding ways to help people to cross them.

It’s more difficult work, but far more important, and worth the effort.

I'd love to hear your thoughts and recommended resources...