The Inflection
Reveal the turning point that makes acting now the only option
"I seen the signs - the times, they rearranged themselves" - Common
Inflection points are the anchor of your narrative, where the rules of the market get rewritten.
The scenario sets the context, but the inflection makes it clear that change is underway. Not flashy headlines, real behavioral changes. When your audience starts planning differently, buying differently, or talking differently, the inflection is real. These shifts typically come in the form of technological advances, culture shifts, regulatory changes, financial pressures, or competitive moves. Some signals are obvious, others subtle, but they must collectively be undeniable.
Strong inflection messaging makes the "why now" crystal clear. When you surface the change in the right light, it creates a decision point for your audience. They feel the timing and understand that waiting carries a cost. That's when your advantage gets welcomed with open arms.
MENTAL MODEL
spot the convergence
Inflections rarely come from a single force. Look for the unique combination of patterns – technology, regulation, culture, economics – that together create a turning point.
feel the tension
Tolerance thresholds tighten. Expectations rise, patience drops, the old assumptions stop holding. These are the early markers that the window is opening.
make inaction expensive
An inflection lands when waiting becomes riskier than moving. If your audience can still afford to delay, you're either too early or haven't made the stakes clear enough.
MESSAGING TIPS
practice taste
In messaging, great taste comes from restraint more than it comes from hype. Despite 'cringe being in', your narrative is stronger when it speaks a language your audience actually respects.
use proof to narrow the moment
The strongest narrative leverages proof to focus on the precise turning point. Your story gets sharper when evidence reveals the moment the stakes flipped.
make the turning point repeatable
An inflection message works best when your champions repeat it without losing clarity or conviction. It must be simple enough to remember, sharp enough to carry weight, and grounded enough to survive scrutiny.
TROPES TO AVOID
taking credit for the inflection
Nothing kills credibility faster than implying you predicted the moment or caused it. 'I called it' belongs on LinkedIn flex posts, not in real messaging.
calling everything a 'paradigm shift'
This phrase has been used so often it has no weight left. Declaring a paradigm shift doesn't make one real, it telegraphs that you don't have a precise understanding of the actual change.
overplaying the stakes
Alarmism isn't urgency. Lines like 'failure is inevitable if you don't act now' cheapen your message and erode trust. Inflection messaging works when the moment feels inevitable, not catastrophic.
OPERATING MODEL
anchor every pitch
The inflection is your 'why now'. It should be the hinge of every deck, every call, every piece of content. If your audience doesn't feel the timing, they won't feel the urgency to act.
track the proof points
Collect the evidence as it happens. Policy changes, public failures, earnings calls, analyst reports. Real-time proof makes the inflection undeniable and keeps your narrative sharp.
know the ledge
Inflections follow hype cycles. Too early and you're educating a market that isn't ready. Too late and you're chasing a moment that's already crowded. Stay honest about where you are in the cycle and adjust accordingly.
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