The Offer

The Buyable Bar.

Eight standards every offer must clear to earn the executive meeting. If it doesn't clear the Bar, more outreach just burns more relationships.

The Buyable Bar · v.2025

The rubric behind every Buyable engagement. We sharpen the offer against the Bar before a single conversation is opened.

  1. 01

    Executive buyer

    A named leader who owns the pain, the budget, the risk, and the outcome — not an influencer, not a champion.

    If no one with authority is accountable for the outcome, no one will buy.

  2. 02

    Painful problem

    A problem already costing the executive money, time, growth, or trust — measurable today, not theoretical.

    Vague problems produce vague offers. Specific pain produces specific commitments.

  3. 03

    Clear outcome

    A measurable result the executive is trying to buy, framed in their language and their numbers.

    Outcomes are what get funded. Features and roadmaps are what get cut.

  4. 04

    Strong business case

    Value meaningfully larger than the cost — not 1.2×, but 5× or 10× — and defensible to a CFO.

    A weak business case turns a yes into a maybe and a maybe into a delay.

  5. 05

    Credible proof

    Evidence that removes the risk of belief: comparable wins, named references, hard numbers.

    Without proof, every conversation restarts from zero. With proof, it picks up where the last one left off.

  6. 06

    Guaranteed result

    An outcome commitment, not a best-effort engagement. If we don't deliver, something specific happens.

    Best-effort is what every vendor offers. Guarantees are why executives take the meeting.

  7. 07

    Mutual commitments

    Both sides agree what they bring — access, data, decisions, time. No one-sided dependencies.

    Most engagements fail because the buyer didn't commit. Naming the commitments protects both sides.

  8. 08

    Relationship-safe

    Earn the conversation without spamming, begging, or burning the relationships that matter most.

    Pipeline that costs you trust is the most expensive pipeline you'll ever build.

Your turn

See if your offer can clear the Bar.

Two minutes. We'll tell you whether there's a real Buyable opportunity here.

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