What The Owner Buyer Wants

• Owner buyers are paid to predict the future.
  • Owner buyers want knowledge.
    • They need knowledge to predict the future.
    • Knowledge that increases their ability to predict the future.
    • Knowledge that decreases their perceived risk and uncertainty is held in the highest regard.
  • Owner buyers want trust.

• Owner buyers are generalists.
  • They are interested in the big picture.
  • They are not interested in what was the score of the game.
    • They are interested in the victory.
    • They want to win.

• Owner buyers do not buy products, they buy concepts.

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© 2004 John Michael Pierobon

Notes