Copy the Offer From the Guy Across the Street and Don't Be Surprised Few People Bite A whole-home generator runs about $15,000. A Powerwall is north of $20,000 installed. Base Power will put a 40 kWh battery in your yard for $695 and $19 a month. Look at what the competitors are selling. Tesla, Enphase, Generac. Different logos, same deal underneath: you buy the box, you carry the risk. Tesla will pay you four hundred bucks a year to borrow it at peak. Then they all went and competed on kilowatt-hours and warranty length, which is what you do when the offers are identical, and price is the only lever left. Base never sold the box. They kept it. You pay for the service; they make their money selling into the grid. Dan Kennedy had a name for the other version. Marketing incest. Everybody studies the competitor, copies the competitor, and the category ends up looking like one company with eight websites. 😨 Watch what actually changed. Twenty grand of upfront cost turned into $695. You used to need research and a guy with a truck. Now there's a signup form. And the promise got easier to believe, because a box sitting in your yard either turns your lights on or it doesn't. Somebody's going to tell me they can only do that because they raised two and a half billion dollars. Sure. They were also running this same deal at a thousand batteries before the big money showed up. The capital didn't invent the offer. It bought it. I heard the founders say they're six months out on installs. Six months, for something a competitor will put in next month. I get pitched software constantly and the offer is always shaped the same. Annual contract, money up front, implementation fee, all the risk parked on my side of the table. I ask, what happens if it doesn't work? They go, well, you're in a twelve-month agreement. That's not an offer. An offer has a lot more baked into it. If you can't get traction, the product usually isn't your problem. Go read your offer and ask who wrote it. Odds are, your competitor did, and you just changed the font.