Who
Name the specific person you serve. Not a demographic. A person your whole team can picture.
Book · 2020
Now Start With Who
Serving Is The New Selling
Most businesses decide what they sell and how they sell it long before they get clear about who they are for. Now Start With Who reverses the order. Jon shows why the specific person you serve should shape your message, your offer and your growth.
Print and Kindle. ISBN 9798624077942.
The Who, What and How framework
Who comes before what and how.
What
Get clear about what that person actually wants and the problem they need solved.
How
Design your message, your offer and your experience around that person and that problem.
Big ideas
- Serving is the new selling.
- Businesses that try to reach everyone connect with no one.
- Focus creates opportunity.
- Your customer should be able to recognize themselves in your message.
Who should read it
Entrepreneurs
Use the Who, What and How framework to get clear about who you serve and how to reach them.
Executives
Align teams around a shared picture of the customer so strategy, marketing and product pull in one direction.
Thought leaders
Spread an idea by getting specific about the people it is for.
Endorsement
“Jon Morrison's book is a must read for entrepreneurs who want to understand the power of niching down and serving a specific market segment.”
Where the idea was first shared
Related keynote
Start With Who, for your audience.
The keynote develops the book’s idea for business audiences: customer clarity that changes how companies think about marketing, sales and growth. Bulk copies can be arranged for attendees.
Speaking enquiries
The ideas in this book, for a live audience.
Share your audience, your goals and your date. Jon’s team will reply with availability and fee guidance.