The after deck asks questions about how prospects drive audiences to their content. The deck names the undeniable shift in the world that creates big stakes and huge urgency for prospects. When you start with a change (rather than a “problem ”), you build trust with prospects. The deck also explains how failed content distributors like Blockbuster placed the burden of finding relevant content on customers, forcing them to search for relevant items among a veritable warehouse of choices.

All prospects tend to avoid a possible loss by sticking to the status quo, authors say. They say the change will create winners (who adapt) and losers (who don’t) this deck has already accomplished that to some degree, since Netflix is thriving.

The before deck failed to articulate the happy future that Uberflip is committed to making real for its customers. The after deck lays out the “promised land” in just seven words. A future in which marketers actively engage with varied, relevant content.

Uberflip ’ s after deck positioning capabilities as “magic gifts” for helping prospects overcome obstacles to the promised land. If you’ve clearly stated your promised land and the obstacles to it, prospects have the x`context they need to understand why your capabilities matter.

A well-designed promised land is desirable (obviously) and difficult to achieve without your Product/Service. Your audience will be skeptical that you can deliver. The before deck attempted to establish credibility by showing investors and customer logos right off the bat.

Andy Raskin helps Ceos and leadership teams align around a strategic story — to power sales, marketing, fundraising, product, and recruiting. Clients include teams backed by Andreessen Horowitz, first round, GV, and other top venture firms. He's also led strategic story training at Uber, yelp, General Assembly, Vmware, and Stanford.

In the Greatest Sales Deck post, I advised never kicking off a sales presentation by talking about your product, your headquarters locations, your investors, your clients, or anything about yourself.

In addition to violating that rule, Uberflip’s BEFORE deck labeled the prospect’s approach “flawed.” No surprise that, according to Mike, that put prospects on the defensive.