A recurring rule of business I keep reminding myself several times a week is, there are two core principles in selling:
1. What you sell – for truly innovative startups, niche solutions, industry leaders
2. Who sells it – when the brand speaks for itself (the local vendor, brand ambassadors, category leader, inventor)
🤖 When you go for a bleeding edge tech integration, you’re open to try a startup that broke the pattern and found a system loophole. Or when you want to overcome bank transfer slowdowns and taxes, you also dip in crypto.
🩺 On the other end of the spectrum, we have doctors. You definitely want to visit THE BEST doctor performing whatever procedure you need. Or you resort to your favorite media/publisher, mimicking your individual preferences and interests.
There’s nothing wrong with either category, as long as you don’t try to enforce brand sales models on a 3-month-old startup, or sell innovation for a commodity business with 1,000,000 competitors out there.
I’ve dedicated this newsletter release to this topic, and backed it up with a great interview with the CISO executive of the 500+ strong tech leader Telelink Business Services – watch the full episode with Ognyan Yuskeseliev linked in this edition.
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“What you sell” or “Who sells it” in business
Mario Peshev
