The Space
Shape the domain into a direction you can lead
"The world is yours" - Nas
Movements are like fire. They need a spark, then room to breathe and spread.
The space is your opportunity to shape the market beyond its current definition. Despite conventional wisdom, product-market fit isn't a single moment in time – it's a constantly shifting wave you have to continuously catch and ride. Think of the space as the shape of that wave.
Your job is to define where the market goes next. Not just a problem to acknowledge, but a destination. Movements form from the non-consensus view, which means you're typically starting cold – few believers, little proof. That's the deal. Message the space well, and the cold start warms up fast.
MENTAL MODEL
wrap problems as a domain
Don't just name a problem, define the territory around it. The space should feel like a place your audience recognizes, with clear boundaries and shared stakes.
balance vision with reality
The destination matters, but so does the starting point. If the gap between where they are and where you're pointing is too wide, no one moves.
treat tension as energy
Not everyone is ready to leave the status quo. Use the resistance as fuel. The non-consensus view only has power when there's something to push against.
MESSAGING TIPS
write to the tension
Speak to the gap between where the market is and where it needs to go. That discomfort is what makes people pay attention.
hold a non-consensus POV
Safe takes don't start movements. Your perspective should feel like a stretch – uncomfortable enough to stand out, grounded enough to hold up.
speak to the art of the possible
Paint the destination clearly. Not hype, not fantasy. A future your audience can see themselves in.
TROPES TO AVOID
overused jargon
When every vendor uses the same words, no one stands out. If your space sounds like a category slide from a competitor's deck, find new language.
inventing a space no one needs
Movements form around real tension. If you have to convince people the problem exists, you're pushing a category, not shaping a space.
over-indexing on vision
Grand futures don't move people stuck in today's problems. If the space feels too far from reality, they'll tune out before they lean in.
OPERATING MODEL
own the definition
Don't wait for analysts or competitors to name the space. Put a stake in the ground and make your framing the one others react to.
make it the frame
The space should show up in your decks, your content, your sales conversations. If it's not the lens through which you present everything else, it's not doing its job.
watch how the market responds
Pay attention to who picks up your language and who pushes back. The space takes shape through repetition and reaction. Adjust as you learn what resonates.
All Revenue Design Method Pillars
Design a Narrative
The Scenario
surface the forces reshaping your audience's reality
Design a Narrative
The Inflection
Reveal the turning point that makes acting now the only option
Design a Narrative
The Advantage
Own the market position only your unique approach can hold
Design a Movement
The Space
Shape the domain into a direction you can lead
Design a Movement
The Moments
Guide your audience on the path towards conviction
Design a Movement
The Reason
Convert true champions into industry advocates
Design a Machine
The People
Stay dialed in to the tune of your audience
Design a Machine
The Journey
Make the message in tune and in time
Design a Machine
The Proposition
Measure the message against realized value