What They Need to Know

Is there a test... a minimum... a secret hand-shake or catchphrase people need to know, understand or utter to qualify as our customers, buyers or supporters?

And how much time and effort do we spend educating them as if they were new employees being onboarded?

The 'right' amount is probably none... because it's what they perceive as the value offered - their mission being fulfilled and we get to be part of that.

But the lower they perceive our value to be, the more we'll probably need to explain.

And the more we need to explain, the higher the level of difficulty grows.

If we stop, they won't miss us and our lectures of how special, unique and better we are (and their world is because of us).

Is there a perfect balance between 'none' and 'too much'?

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