B2B Resonance Audit

Use this skill when reach exists but the message does not stick. The goal is to make the offer obvious to the right buyer: who it is for, what painful problem it solves, what outcome it creates, and how it gets there.

Source Traceability

Primary source: Unf*ck Your Sales by Jakob Greenfeld, especially the "Resonance", "Diagnostics", "The Cleverness Fallacy", "The Category-Creation Fallacy", "The Complexity Fallacy", "The Fifth-Grade Fallacy", "The Shortlist Law", and "Engineering Resonance" sections.

Diagnostic Signals

Resonance is likely the constraint when: