Most people want simple, linear solutions to their complex problems.  They want “5 simple steps” or “3 keys to …” or “7 rules of …”


The reality though is that complex problems are usually more iterative, circling back and forth until an answer is found.


The challenge with this is twofold. 


Marketing and sales want to give the market these simple linear messages in order to generate leads and make the sale.  


They want to make value a straight line story.


The fulfilment team, on the other hand, want to redefine these straight line messages into the deeper more complex reality that actually exists.


There is a mismatch of promise and delivery.


A simple promise is made, but a complex solution is then required.


Well-designed, visual models solve this problem.


A great model gives the prospect a sense of simplicity and certainty, while still letting them see the complexity that exists.


Of course, the message is clear.


If a straightforward model is presented, the business that built the model must also be able to deliver the solution.


The prospect buys the model first and then the business behind the model.


What models do you use to simplify your complex sale?