We walk the walk: Here's everything you need to DIY your own business cases
A Supercase is based on the idea that when someone learns they have a problem, then they have exactly three options: they can do nothing, they can fix it themselves, or they find a partner to help them.
This book details how that works in the real world.
You can read it as a buyer or a seller, but ideally, you'll read both sides to understand your counterparty's perspective.
" My only ask is that you use this knowledge for good. Don't go ripping off the other side just because I told you what they're thinking."
— Tom Williams
Author, Slightly More Efficient Selling | Slightly More Efficient Buying
A Mutual Action Plan (MAP) is a collaborative document between sales teams and prospects that answers two critical questions: Who needs to do what? And when do they need to do it?
Context first, examples before equations, and a clean through-line from canary to impact with adoption curves and Monte Carlo bands.
Lead with a memorable number, tie to a stated priority and an urgent & important problem, show your work, and make the decision obvious in one skim.
Tom Williams explains how a better business case will make it easier to prove value and actually make the global economy slightly more efficient.
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AI-generated podcast created from the book's content using Google Notebook LM
Comprehensive guide to implementing mutual action plans in your sales process
It's 2025. You probably have your own podcast.
