Tools
Worksheets you can use tomorrow morning. Each one is downloaded in exchange for an email, once.
From the book: "Lo Voy a Pensar" y Otras Mentiras
The Moving Map
Find the life your customer actually moves into when they buy from you, which is almost never the one you think you are selling. Use it to stop selling the product and start selling the life the product promises. (PDF in Spanish.)
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The Value Proposition in 7 Lines
Define the one person who will actually buy from you, measure whether your niche is a business or an expensive hobby, and find the smallest step that turns a stranger into a first-time customer. (PDF in Spanish.)
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The Irresistible Offer
Build an offer that is hard to turn down, with its five pieces, and use the Value Equation to diagnose which dial is loose when something is not converting. (PDF in Spanish.)
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The Pain Map
Walk your customer's experience phase by phase to find where it hurts today, pick the pain that pays most to fix, and turn it into the moment people tell others about. (PDF in Spanish.)
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What My Price Says
Understand what your price tells the customer before they try anything, who that number is speaking to, and how to stop competing on cheap, the one race where winning is losing. (PDF in Spanish.)
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The Channel Map
Find the channel your customer already stands in, tell the one that gives on its own (a well) from the one you pay for forever (a tap), and design on purpose the reason one customer refers another. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The Founder's Dashboard
Survive the two stages that kill businesses: starting without drowning, with the three numbers of the first 90 days, and holding on without being drowned, with the three silent killers: cash, partners and not closing in time. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The 7 Moves
Stop being one more option and become the only one: the seven moves to redesign your category and stop competing, from the smallest to the most ambitious. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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From the book: El Vendedor de Anhelos
The 23 laws that distill the 36 tools of the book.
The Bait: selling without triggering the customer's immune system
Nobody buys in defense mode. The brain has an immune system against direct selling that fires the moment it detects someone wants its money. You do not switch it off by being more persuasive, but by no longer looking like you are selling. (PDF in Spanish.)
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Listening to the market when it speaks quietly
The market does not send dramatic signals: it sends behaviors. A customer who does not buy again, a channel growing more slowly, three new competitors where there were none. The quarterly question is not whether your model works, but where the market is moving and where you are going. (PDF in Spanish.)
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The idle asset: do not build what already exists
Before you build, ask who already has what you need and what worries them. What one has to spare, another is missing. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The Red Board: validate before you scale
Every business has one concrete, observable signal that says the model works. The mistake is not lacking it: it is not defining it before the experiment. If you pick the success criterion after seeing the result, you will always find a way to read it in your favor. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Specificity as persuasion
Specificity persuades; generality decorates. Describing yourself with adjectives asks the other person to believe you at their own risk. Describing yourself with verifiable numbers gives them evidence that needs no faith. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Execution over idea: the elevator discipline
When something is not working and you are choosing between carrying on and quitting, do not ask whether you should persevere: that question gets answered with emotion, and emotion lies. Ask what new evidence you have since the last time you decided. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Win the mind and create the category
Win the mind before the market. And if you can, create the category instead of fighting over it. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Unit economics before scale
The per-unit math has to work before you scale. And distribution almost always beats product. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The irresistible offer in four pieces
An irresistible offer has four pieces. And it speaks to each customer according to what they already know. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The five engines of buying
Before you write a line of copy, design an ad or record a video, answer with brutal honesty which of the five engines your product sets off. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The resentment audit
If your model needs the customer to make a mistake, you have a clock counting down. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The conditions list: designing the filter
Before you evaluate any business idea, write down what you are willing to do and what you are not. The filter is designed once and saves you years. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Job-to-be-Done: the product's real job
Before improving the product, find out what job it is doing. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Trust made operational, and antifragility
Trust is proven with costly acts. Solidity is built by depending on nothing single. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Thinking global from a small market
Your geography does not set your ceiling. And the best growth is the growth you do not have to buy. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The scale of desire: transaction, subscription, membership
Being bought from is an event. Being subscribed to is a machine. Being wanted is a fortress. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The courage to sell what works
Selling what works is not giving up. It is having the courage to choose the next chapter. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Goldratt's three numbers
Work out your three numbers. Today. Before you make any other decision. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Designing your distribution network's incentives
Your distribution network does not grow on enthusiasm. It grows on well-designed incentives. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Reframing the category: constraint vs. convention
Optimizing what the industry does badly is useful. Reinventing what it takes for granted changes the board. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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Positive promise and the value proposition in 7 lines
Promise a wanted future, not a feared one. And do not go out to sell until the 7 lines are complete. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The portfolio: reinvesting experience
Experience is not spent: it is reinvested. And the portfolio is how you put all of it to work. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
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The one-person company
Growing no longer requires hiring. It requires multiplying yourself. Whoever understands it first wins. (PDF in Spanish.)
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".
Life Rewards Action