The number one communications problem in selling any new idea, product, venture, service, campaign, or company, is creating the "Main Message"
John Cullinane
A main message is really a selling message plus the six key points of interest of the prospect and how they are addressed. Why a main message is so important is that the right one can, literally, mean the difference between success, or failure. However, what very few people realize is that it is virtually impossible to get any group of very intelligent, and often, highly opinionated individuals to agree on a main message without a methodology. I learned this at Cullinane Corporation and invented a process called MainMessage to solve the problem. It was key to the company emerging from impending bankruptcy to becoming the first successful software products company in the world. Using this processs the company out-positioned its competitors, including IBM, every two years, for fourteen years on its way to a billion dollar valuation.[more]
