One of the keys to persuasibility is having a product that’s so obviously superior that if everyone knew what the CEO knew, they’d buy it. Most businesses we help have a really good product/service, but many can’t figure out the unique value or aren’t persuaded themselves. Unfortunately, there are businesses beyond help simply because they have a lousy product/service and all they have to compensate is a lot of marketing. Marketing only accelerates the inevitableâ€“and, especially these days, the speed of word-of-mouth will catch up with your business one way or another…. LifeLock CEO Todd Davis had me pulling out my credit card in 8 seconds flat and sharing the site and LifeLock service with several others. Todd’s trick: mastering the first mental image.