FOUR ACTIONABLE TAKEAWAYS
-Start with a menu of pain: the 3 biggest problems that any given persona can face.
-Once you align on the problem, ask, "What's prompting that need?".
-You can start talking about solutions once you have an executive-level problem (e.g. down round, churn problem).
-Use individual contributors, like AEs, for inside intel on the organization. Then use their quotes on 1-2 slides when meeting with VP or CXO.