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Clearly Superior Alternative Mandate
Pick the best to be the best.
Buyers only buy the Clearly Superior Alternative. That solution which appears to be a superior solution to any alternatives. And one that is clearly so, being validated by the Buyer, their staff, peers and leadership.
No company can survive wasting money, running their business, or offering their own Buyers, Apparently Inferior Options.
It is as fundamental a rule of business as any. Buyers buy the best, so their company can be the best, and survive the Competitive Cliff.
Clearly Superior Alternative Candidate
Based upon the successful consideration given to date, a solution is a potential Clearly Superior Alternative. Knowing of a Clearly Superior Alternative Candidate is always of value to the Buyer, even when they are not actively looking. The Buyer has unprecedented mobility, so they do not have to stay with an Apparently Inferior Option for very long. This is why the Buyer is always open to receiving high value solution expertise curated for their specific problem.
Apparently Inferior Option
The Apparently Inferior Option is an alternative which the Buyer has learned is probably an inadequate solution to the Buyer's problem. Unlike the Clearly Superior Alternative, the Apparently Inferior Option does not need to be rigorously examined, or proven to be inferior. There does not need to be consensus among staff, peers and leadership that the solution is an Apparently Inferior Option. It is therefore extremely easy to be labeled an Apparently Inferior Option. As easy as giving the Buyer a Buying Experience they hate, for instance.
Learning Primacy Principle
The Learning Primacy Principle states that the Buyer must learn the best way to solve a problem before the Buyer can choose the best way to solve a problem. The Buyer operates under the law of the Competitive Cliff, and therefore, the Clearly Superior Alternative Mandate. However, in order to identify a Clearly Superior Alternative takes a lot of solution expertise curated for the Buyer's problem, which has to be presented and understood by the Buyer and by staff, peers and leadership. Simply put, before the Buyer can buy the Clearly Superior Alternative, they must learn which solution is the Clearly Superior Alternative. And learning takes time, expense and effort.
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