EIGHT
DOMINOES.
A messaging framework that compounds.
Your product isn't the problem. Your sequence is.
A precisely placed domino topples another fifty percent larger than itself. Twenty-nine bring down the Empire State Building. Marketing works the same way: get the elements in the right order and the whole thing compounds. Get them wrong and even the best product dies quietly.
Jake has watched this play out across $100 million in campaigns, three continents, Fortune 500 boardrooms and bootstrapped startups alike. The pattern is always the same. And the fix is almost always simpler than the business owner thinks.
WHY
THIS
BOOK.
Every marketing book I've ever read taught me what to do. None of them taught me the order to do it in. That's the gap that Eight Dominoes fills.
Over fifteen years of working with companies of every size, I kept seeing the same failure mode: a company with a real product, a real team, and real potential, losing to a competitor who simply had their messaging in the right sequence. It wasn't the budget. It wasn't the brand. It was the order.
This framework has been my operating system for every client I've worked with. It's why we generated a hundred million in measurable revenue. Now I'm writing it down so anyone can use it.
Eight Dominoes is not a theory book. It's a field manual. Every chapter is a lever you can pull in your own business the same week you read it.
THE EIGHT
DOMINOES.
In sequence. Every time. No skipping ahead.
-
01
Core Attraction
The emotion your customer is actually buying. Not the feature you're selling. Most businesses market what they built instead of why their customer shows up. This is domino one.
-
02
Attention Catalyst
The hook that earns the first three seconds. Without this, the rest of the sequence never gets seen. This is the one most businesses get backwards. They lead with features instead of friction.
-
03
Value Proposition
The promise that earns the next sixty seconds. Not a tagline. Not a mission statement. The one specific outcome your customer is willing to pay for, stated plainly.
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04
Impact Chain
The stakes that make inaction feel unbearable. This is where you connect your product to the real cost of not having it. In their words, not yours.
-
05
Mechanism
The named system that makes you unreplicable. Not just what you do, but how you do it, and why that how matters. This is how you stop competing on price.
-
06
Barrier Breakdown
The objections that kill deals. Prospects don't raise them. They go quiet and leave. This domino surfaces them and neutralizes them before that happens.
-
07
Embracing Limitations
Turning your weakness into proof. The things you can't do, won't do, or don't do, stated clearly and used strategically, are often your strongest signal of quality.
-
08
New Opportunity
Replacing the category instead of competing in it. The final domino turns customers into evangelists by giving them a new way to see the world, one where your product is the obvious answer.
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