HomeResearch Articles Messaging by Demand Type: New Paradigm

Messaging by Demand Type: New Paradigm

  • Messaging components should be adjusted to reflect the market situation for the offering based on the SiriusDecisions Demand Spectrum
  • The objectives of new paradigm messaging are to make a buyer persona consider an alternative approach, motivate change and mitigate any perception of risk
  • New paradigm messaging should be provocative and disruptive, and should focus on how the new offering provides a better way to solve the buyer's problem
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