A “critical event” is an event that is so important that it drives a prospect to make a decision. Otherwise, they will experience negative consequences.

There’s a direct relationship between the critical event and value. As a buyer, the proposed value of a solution makes you want it in place before your critical event. And the fact that you have an upcoming critical event where you could apply that solution to avoid potential pain makes it all the more valuable to you. They go together like salt and pepper.