ABCDE
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Example: X.ai | AI-powered scheduling
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Bad AlternativeProblems (urgent moment, emotional)Implications ($, time)Features/Value Props
(how we beat it)		Benefits (opposite of P/I)
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Emailing back-and-forth to schedule meetings• A customer got frustrated because it took days to schedule a meeting
• You missed a deadline because you got distracted from your important work
• You felt overwhelmed with scheduling emails		• Customers are having a worse experience -> customers cancel -> company loses money
• Your boss is now mad at you. You may not get that promotion.
• Your job is less fun -> you're more likely to quit		• CC x.ai on an email to schedule a meeting• Spend seconds scheduling
• Deals close faster -> make more money
• It's actually enjoyable to schedule meetings -> you enjoy your job more
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Hiring an executive assistant to schedule for you• You spent $10,000 last month on an Executive Assistant.
• You spent two days setting them up with your calendar		• That money could have gone towards your marketing budget -> you couldn't run ads -> you didn't get enough customers -> your company failed
• You couldn't spend time on more important work (sales, recruiting, fundraising, etc.)		• x.ai is $0-8/month
• 5 minute installation		• Save $100,000+ per year -> get more customers
• Set up in minutes -> save days of rampup -> work on actual important things (sales, recruiting, etc.)
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Manually sending meeting reminders• No one showed up to the product meeting you scheduled• The meeting got rescheduled for 3 weeks later -> a customer got mad it took so long -> they canceled their contract• x.ai sends automatic reminders• Meetings don't fall through -> customers stick around
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You don't put an event on your calendar• You missed an important meeting for the second time - because you forgot to put the event on your calendar
• You're viewed as unreliable -> if it happens multiple times, you risk getting fired		• x.ai automatically puts events on your calendar• Make meetings
• Keep your job
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Using calendly.com• A sales lead never booked a meeting with you because they couldn't quickly find an open time on your calendly• Fewer leads close -> Your company loses money• x.ai automatically schedules a time for both people• Book more meetings
• Better experience -> more deals close -> make more money
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