Make it easy. Let them see. Show, don't tell.
The three principles operate inside every movement. Each replaces description with demonstration.
Make it easy to say yes
Every step of an enterprise sale costs the buyer something: the cost of taking a meeting, the cost of evaluating a vendor, the cost of explaining the decision internally, the cost of being wrong. The seller’s job is to lower those costs, not to maximize the size of the commitment.
In practice: pre-write the email the buyer would send their boss to justify the meeting. Provide the comparison procurement will run. Answer the objection legal will raise before legal raises it. The deal compresses because the buyer is moving through ground the seller has already cleared.
Let them see the future
Buyers don’t buy products. They buy the world that exists after the product is deployed. The seller’s job is to make that world visible — concretely, specifically, in the prospect’s own language and against their own data. Generic case studies don’t work. Personalized projection does.
That’s why the value provocation works. A one-page, sixty-second artifact that says: here’s what your business looks like in twelve months if you deploy this now, with sourced evidence and labeled inferences. The buyer doesn’t have to imagine. The seller has done the imagining.
Show, don’t tell
The third principle is the most important. Older methodologies trained sellers to describe capabilities — the deck, the demo, the case study. FDS trains sellers (and agents) to demonstrate outcomes — the generated thesis, the live data extraction, the working artifact in the prospect’s own environment.
A demonstration costs the seller more than a description. A demonstration also closes at multiples of the rate. The math is decisive once the AI infrastructure makes demonstration cheap.
The value provocation
A value provocation is the canonical artifact of Show, don’t tell. A brief, unsolicited analysis sent to a prospect that demonstrates understanding of their specific situation and offers value without demanding commitment. One page. Sixty seconds to consume. Five fields: signal, hypothesis, evidence, value at stake, bridge.
Design target: value provocations close at three to ten times the rate of traditional cold outreach, with meeting conversion in the low double digits and average deal sizes meaningfully larger than inbound leads. These numbers are design targets pending measurement against the v0.7 charter cohort field deployment.