• What are the edges?
  • Where can I make changes?
  • Is better marketing going to solve my product problem?
  • Have I been listening to my clients?
  • How do I ask the right questions?

In a crowded peace-building marketplace, where consumers are often talked at from the perspective of late-stage interventions, it is important to note that selling peace effectively has to begin with asking the questions above.

More marketing may not solve the peace builder’s problems of not selling enough time, enough expertise, or enough products. More marketing may not solve the peace builder’s problem of getting people to pay for something they may not view as valuable.

However, asking the five questions above about your project—and consistently following the answers, no matter where they made lead—will go a long way toward getting to the place where product and market line up together.

The courage to follow the answers, to learn something new, and to change the selling process in a way that engages with the market, rather than imposes upon it, is the only way to sell peace at the edges of conflict, in the 21st century.


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