{"slug":"strategy/business-strategy/39-demo-guide","title":"39 — Demo Guide","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/39-demo-guide.mdx","bytes":5850,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Founder (sales)\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nThe principles and preparation system behind every demo. The word-for-word performance lives in [40 Demo Script](40-demo-script.md); this guide is why the demo is built that way, how to prepare it, and how to adapt it without breaking it.\n\n**Target audience:** Anyone demoing — founder, AE #1, SE-of-the-future.\n\n---\n\n## 1. Demo Philosophy\n\n**The demo is the Day, performed.** We don't tour features; we re-enact the prospect's own morning with the pain removed ([19 Product Narrative](../04-product-marketing/19-product-narrative.md)). The prospect should recognize themselves in the first 90 seconds and see their tools by name throughout.\n\n**Three laws:**\n\n1. **Outcome before mechanism.** Show the assembled morning before explaining the Spine. Wonder first, architecture second.\n2. **The approval is the climax, not the caveat.** Every demo builds to: Twin proposes → human approves → real execution → audit trail. That beat _is_ the differentiation ([27 Governance Story](../04-product-marketing/27-governance-story.md)).\n3. **Show the refusal.** Once per demo, show what the system will _not_ do (unapproved write failing closed, the Twin staying silent without evidence). Nobody else dares demo their product refusing — it's our most credible 10 seconds.\n\n## 2. The Fixed Beat Structure (15 minutes — [40](40-demo-script.md) implements)\n\n| Beat                         | Min   | Job                                                                       |\n| ---------------------------- | ----- | ------------------------------------------------------------------------- |\n| 1. Their morning, named      | 0–2   | Recognition: their tools, their H hours, their wound story from discovery |\n| 2. The workbench opens       | 2–5   | The three beats live: what changed / what needs you / what's prepared     |\n| 3. Evidence under everything | 5–7   | Provenance panel; the signal's evidence chain                             |\n| 4. Work with the Twin        | 7–11  | Ask → Assign → **Approve** on one real item; the climax                   |\n| 5. The refusal + the trail   | 11–13 | Fail-closed moment + audit view + TruthLayer gate                         |\n| 6. The ask                   | 13–15 | ROI napkin recalled; POV proposed with criteria                           |\n\n**Adaptation rules:** beats never reorder; beat 3 deepens for P3/P4 audiences, compresses for P1; beat 6 becomes an exec-readout close when P5 is present. Cutting a beat = not doing the demo; reschedule instead.\n\n## 3. Preparation System\n\n**Personalization map (from discovery, 15 min prep):** their tool names → connector set shown · their wound story → the demo's signal scenario (usage-drop/renewal pattern mirroring it) · their H/C/N → beat 6 napkin · their skeptic → assigned a direct question in beat 4 (\"[Name], you approve this — what would you check first?\").\n\n**Demo environment:** the standing demo tenant (Meridian Corp + realistic account set) with connectors matching their stack where possible; rehearsed data states (the signal must fire; the evidence must resolve; the refusal must refuse). **Never demo on hope** — verify the environment 30 minutes before, every time (checklist below).\n\n**Pre-demo checklist:** □ tenant loads < 5s □ signal scenario fires □ provenance panel resolves □ approval → execution → audit path works □ refusal beat works □ tool names updated □ screen clean (notifications off, tabs closed — _we sell the end of tab chaos; do not demo from tab chaos_).\n\n## 4. Delivery Discipline\n\n- **Talk ratio:** ≤ 60% us. Questions land at beats 2, 4, 5 (\"what would your team do with this signal?\").\n- **Silence discipline:** after the approval executes — stop talking for 3 seconds. Let the receipt land.\n- **Honest edges:** if asked about something unbuilt: \"Not yet — here's what's real today, here's the roadmap posture\" ([69](../12-corporate/69-product-roadmap-story.md)). One overclaim costs the category's whole trust story.\n- **Failure protocol:** if the environment breaks, name it, switch to the recorded backup (kept current — see §5), and offer a live re-run. Composure _is_ a governance demo.\n\n## 5. Demo Assets Register\n\n| Asset                                                                    | Owner   | Freshness                                                                                    |\n| ------------------------------------------------------------------------ | ------- | -------------------------------------------------------------------------------------------- |\n| Standing demo tenant + scenario states                                   | Founder | Verified weekly + pre-demo                                                                   |\n| Backup recording (current release, 12 min)                               | Founder | Re-record each T1/T2 launch ([20 §3](../04-product-marketing/20-product-marketing-guide.md)) |\n| Persona depth modules (P3 provenance deep-dive; P4 governance deep-dive) | Founder | Quarterly                                                                                    |\n| Post-demo recap template                                                 | Sales   | Standing ([37 Play 3](37-sales-playbook.md))                                                 |\n\n**KPIs:** demo → POV conversion ≥ 40%; checklist compliance 100%; \"that's my morning\" moment occurrence (call recordings); refusal-beat shown rate 100% ([74](../13-operations/74-sales-metrics.md)).\n\n---\n\n**Related:** [40 Demo Script](40-demo-script.md) · [19 Product Narrative](../04-product-marketing/19-product-narrative.md) · [38 Discovery](38-discovery-guide.md) · [37 Playbook](37-sales-playbook.md)\n"}