RB2B Insiders 10-Step Checklist

Instructions: Complete one step each day. Check off each box as you complete the task. Fill in
the blanks and answer the questions directly on this checklist. While these exercises may seem
simple at first glance, they are designed to help you clarify your core business strategy and
ensure your team is aligned with your vision. Taking the time to thoughtfully complete each step
will provide invaluable insights into your business, your customers, and your market.

1️⃣ Statement of Value (Defining Your Core Message)

Focus: This step focuses on articulating the fundamental value your company provides.
It's about clarity and simplicity.

Action: Write your company's value statement in simple, non-technical language.

Imagine you're explaining it to someone unfamiliar with your industry, like your neighbor.​
There is only one line here for a reason. Be concise.

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Check: Can you explain it to a 6th grader? (Yes/No):

Why this matters: If a 6th grader can understand it, anyone can. This ensures your
message is clear and avoids jargon or lengthy explanations.

2️⃣ Define Your Buyer Persona (Understanding Your Ideal Customer)

Focus: This step is about getting crystal clear on who your target customer is. The more
detail, the better. It’s time to get extremely specific on exactly who you are targeting.
Founders often try to target too broad of an audience. You need to be great at one thing
for a specific audience. You can bubble out and expand later.

Action: Describe your ideal customer:

○​ Demographics: (age, location, industry, company size, job title, etc.):

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○​ Psychographics: (values, beliefs, motivations, goals, pain points, etc.):
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○​ Behaviors: (where they spend time online, what they read, how they make
decisions, etc.):
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●​ List 3 key customer pain points: These are the specific problems your product/service
solves. Your marketing & sales language should be focused around poking at these pain
points.
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Why this matters: Knowing your customer deeply allows you to tailor your messaging,
product, and sales approach for maximum impact. Your entire message should be built
around understanding and relieving your customers' pain points, not just showcasing
your product's features or statistics. This pain-centric approach builds deeper
connections and drives more effective sales.

3️⃣ Articulate the Problem (Defining the Need)

Focus: This step focuses on the problem your product or service addresses. It's about
clearly defining the need you're fulfilling. Your marketing and sales messaging should be
heavily focused on the problem, NOT the solution itself. The best way to sell something
is to poke at your audience's problems and pain points that the product relieves. Your
solution will only make sense if the problem is well understood. You also can’t fake a
problem. It has to be a real source of pain.

Action:

○​ Describe the problem your product/service solves:

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○​ Explain the problem's impact: (What are the consequences of this problem for
your customer?):
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 ○​ Explain why it's urgent to solve: (Why is solving this problem a priority for your
customer now?):
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○​ Write a concise problem statement: (One or two sentences summarizing the core
problem):
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Why this matters: Clearly articulating the problem helps you communicate the value of
your solution and attract customers who are actively seeking a fix.

4️⃣ Craft Your Introduction (Creating Your Elevator Pitch)

Focus: This step is about creating a concise, compelling introduction that grabs
attention and clearly communicates your value. Think of it as your "elevator pitch" – a
brief, persuasive summary of who you are and what you offer.

Action: Write a compelling introduction highlighting your expertise and value.

○​ Imagine you're introducing yourself to a potential investor, customer, or strategic

partner.
○​ Focus on the outcomes you deliver, not just the features of your product or
service.
○​ Keep it concise – aim for <30 seconds.
○​ Use strong, active language and avoid jargon.
○​ Write it here:
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☐ Define your unique value proposition (UVP).

○​ What makes your company or solution different and better?

○​ Clearly articulate what sets you apart from the competition.
○​ Crucially, avoid positioning yourself as "the same but cheaper." Focus on unique
value, innovation, or a distinct approach.
○​ What specific, measurable benefits do you offer that others don't?
 ○​ Write it here:
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Why this matters: A strong introduction captures attention, communicates your value,
and makes a memorable first impression. It's the foundation of your initial interaction and
can significantly impact your ability to build relationships and close deals. Your UVP is
what allows you to stand out in a crowd.

5️⃣ Share Your Story (Building Connection)

The Focus: This step is about crafting a compelling brand narrative that resonates
emotionally with your audience. It's about moving beyond features and stats to build genuine
connection.

Action:

☐ Develop a narrative connecting emotionally with your audience.

○​ What's the origin story of your company? What motivated you to start it?
○​ What are the core values that drive your business? How do they translate into
your actions?
○​ How do you want your audience to feel when they interact with your brand?
○​ Focus on authenticity and vulnerability, not just polished perfection.
○​ Write it here:
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☐ Write down 3 key moments in your story.

○​ These could be pivotal events, challenges you overcame, or defining moments

that shaped your journey.
○​ Focus on moments that reveal your character, values, or unique perspective.
○​ Use vivid language and specific details to bring these moments to life.
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 Why this matters: A compelling brand story builds trust, creates an emotional connection,
and makes your brand more relatable. It allows you to differentiate yourself in a crowded
market and foster lasting customer loyalty. Stories are remembered, features are forgotten.

6️⃣ Detail Your Solution (Highlighting Key Features)

Focus: This step is about clearly articulating your solution, emphasizing the benefits it
delivers to your customer, not just the features it offers.

Action:

☐ Outline your solution and its benefits.

○​ Explain how your product/service directly solves the pain points identified in Step
2 and the problem articulated in Step 3.
○​ Focus on the outcomes your customers achieve by using your solution (e.g.,
increased revenue, time savings, reduced costs), not just the technical
specifications.
○​ Use language that resonates with your buyer persona and addresses their
specific needs.
○​ Write it here:
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☐ List 3 key solution benefits (not just features).

○​ These should be the most impactful and relevant benefits for your ideal customer.
○​ For each benefit, briefly explain why it matters to your customer and how it
addresses their pain points.
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Why this matters: Clearly detailing your solution and its benefits helps potential
customers understand the value you offer and why it's worth investing in. Focusing
on benefits, and not just features, drives sales.
7️⃣ Design Your Offer & Pitch (Creating Your Sales Foundation)

Focus: This step is about crafting a clear, compelling offer and outlining a persuasive pitch
that resonates with your ideal customer and drives conversions.

Action:

☐ Develop a clear offer (pricing, packaging).

○​ Define your pricing structure, including different tiers or packages if applicable.

○​ Clearly outline what's included in each package and what value it delivers.
○​ Consider offering tiered pricing based on features or usage.
○​ Write it here:
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☐ Create a basic pitch outline.

Problem: Summarize the pain point you solve. Emphasize its impact.

Solution: Highlight the key benefits of your solution and how it addresses the
problem. Remember, features are not benefits.

Offer: Present your pricing and packaging clearly, emphasizing the value that
you’re providing.

○​ Problem:
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○​ Solution:
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○​ Offer:
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Why this matters: A well-defined offer and pitch framework is the crucial bridge between
your solution and your customer's decision to buy. It's not just about presenting information;
it's about crafting a persuasive narrative that demonstrates tangible value and minimizes
 purchase friction. A clear offer eliminates confusion, and a compelling pitch creates urgency
and desire, ultimately leading to higher conversion rates and faster sales cycles.

8️⃣ Identify Discovery Prospects (Finding Potential Customers)

Focus: This step is about strategically identifying a small group of ideal customers for
personalized outreach, prioritizing high-conversion potential over mass contact lists.

Action:

☐ Identify 10 potential customers on LinkedIn or other relevant platforms.

☐ List the 10 prospects:

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Why this matters: Starting with a small, highly targeted list of ideal customers allows for
personalized outreach and significantly increases conversion rates compared to broad,
impersonal mass email campaigns. Focusing on quality over quantity ensures that each
interaction is meaningful and relevant, leading to higher engagement and a more
efficient sales process. Identifying perfect-fit customers one by one allows for a deeper
understanding of their needs and pain points, which can then be used to refine
messaging, offers, and your product itself.

9️⃣ Write Opening Messages (Crafting Your Outreach)

Focus: This step is about crafting personalized, value-packed opening messages that
demonstrate a deep understanding of each prospect's needs and initiate meaningful
conversations.

Action:

☐ Write personalized opening messages for each prospect.

 ○​ Tailor your messages to each prospect's specific needs, interests, and pain
points, based on your research in Step 8.
○​ Focus on demonstrating how your solution directly addresses their challenges
and provides tangible value.
○​ Avoid generic sales pitches; instead, aim to start a genuine conversation.
○​ Reference specific details from their LinkedIn profile, company website, or
industry news to show you've done your homework.

☐ Write a sample opening message (template).

○​ Create a flexible template that can be easily adapted for different prospects.
○​ Focus on asking insightful questions and offering relevant insights or resources.
○​ Write it here:
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Why this matters: Personalized, value-packed opening messages are the only way to
break through the noise and capture the attention of busy prospects. By demonstrating a
genuine understanding of their needs and offering relevant conversation, you significantly
increase your chances of getting a response and building meaningful relationships. Generic,
impersonal messages are easily ignored and often damage your credibility.

🔟 Send Messages & Find More (Taking Action and Expanding)

The Focus: This step is about implementing your outreach strategy, analyzing its
effectiveness, and continuously refining your approach to build a sustainable and
scalable pipeline.

Action:

☐ Send your opening messages.

☐ Analyze initial responses: Track response rates, engagement, and conversion

metrics. Identify patterns in what messages are working and what are not.

☐ Refine your outreach strategy: Based on the data, iterate on your messaging,
targeting, and approach.

☐ Identify 5 new prospects to connect with: Continuously expand your network by

identifying and adding 5 new ideal prospects to your outreach list every day.
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Why this matters: Consistent focused outreach is fundamental to building a healthy

pipeline. Analyzing results and iterating on your strategy allows you to optimize your
approach and maximize conversion rates. Strategic expansion ensures a continuous
flow of qualified leads, driving sustainable growth for your business. This step isn't just
about sending messages; it's about building the foundation for a lead generation engine.

Notes: After completing this checklist, share it with your team. Discuss each step to ensure
everyone is aligned on what you're building, who you're building it for, and why it matters. Use
this space for any additional notes, observations, or insights you gain throughout the 10-Step
Checklist.