Be the trusted guide
Create a framework to help buyers evaluate the market.
Caroline Kurtz
PayactivDescription
Payactiv's "The EWA Blueprint" is the perfect example: Written by those who invented Earned Wage Access, it serves as a comprehensive guide to what's next in the category.
Key Takeaways
Buyers in complex or emerging categories often lack the framework to evaluate their options confidently, leading to decision paralysis.
Surface facts and author educational content that empowers buyers to evaluate the category, even if they don't choose you.
If you created or pioneered the category, you have the authority to define it. Own that position by educating the market.
More gifts
Amplify practitioner's voice
Events are a powerful way to capture and amplify the voice.
Sara Hoormann
Lyric
Gamify complex ideas
Make complex topics fun and instantly clear.
Sai Balabhadrapatruni
Palo Alto Networks
Tell stories that drive change
Give practitioners a place to learn from each other.
Sairam Krishnan
Atomicwork
Think outside the booth
Create premium experiences designed for quality conversations.
Sudheer Bandaru
Hivel
