03 — Customer Channel Principle —Your Contract Is a Customer Channel

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03 — Customer Channel Principle —Your Contract Is a Customer Channel

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Have you ever poured thousands of dollars into a gorgeous website — slick copy, beautiful design, all the right buzzwords about collaboration and flexibility — only to send your new client a sixty-page contract that reads like it was drafted by a hostile lawyer in 1947? If so, you just torpedoed your own brand promise and you probably didn't even notice.

In this episode we're zooming in on one of the most overlooked principles in my work: the Customer Channel.

The idea is disarmingly simple — your contract is not just a legal document. It's a touchpoint, exactly like your website, your pitch deck, or your handshake. It's the place where your client finds out who you really are, behind the marketing.

We'll borrow a framework from Osterwalder and Pigneur's Business Model Canvas, we'll look at how Netflix and an Italian telecom company send wildly different signals through their agreements, and we'll hear the story of a ten-piece a cappella group that completely flipped the economics of live music by treating their contract as a marketing tool.

By the end, you'll have concrete steps you can apply to your very next proposal. Let's dive in.

Extreme Contracts is a framework for negotiation and collaboration in knowledge work, by Jacopo Romei.

Learn more: extremecontracts.com
About Jacopo: jacoporomei.com

This episode includes AI-generated content.

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