"We don't sell saddles here."

You can't sell the thing if people don't even know they want the thing.

In this company memo, Slack founder Stewart Butterfield describes a hypothetical company that sells saddles in ancient times.

The dilemma for "The Acme Saddle Company" is that they sell saddles in a world where people don't even know about horseback riding.

Strategically, this company should not actually consider themselves in the saddle business at all. They are in the business of selling the dream of horseback riding.

The lesson maps onto any company selling innovative products, where the value props are too abstract for people to appreciate, let alone buy.

Highly innovative companies can't sell the product without first selling the dream.

Inspire people about the better world, so that they want your better way.

There is no product-market-fit here. Instead, it's "fit the market to your product." This is a counter-intuitive sales strategy, broader in scope and ambition then your actual product might suggest. It's top-top-of-funnel.

At this altitude you're not selling products, you're selling stories.

It's a difficult challenge, but it's one with incredible reward. After all, you're not just going for a slice of the pie here. You're making a new pie from scratch.

My name is Davidson Vorhes. I am a filmmaker-multi-hyphenate. I help brands tell engaging stories with video.

If you would like to brainstorm content ideas for your business with me personally, feel free to reach out directly on my website: www.bigfootage.net