Podcasts about positioning the battle

Did you like the episode? Send me a text and let me know!!Launching Your Physical Product: Prototyping to MarketingIn this episode of 'Business Conversations With Pi,' Skoob and his AI co-host, Pi, delve into the essential steps for new entrepreneurs launching physical products. The discussion offers comprehensive advice on market research, design, prototyping, manufacturing, and marketing strategies. Listeners will learn about tools like CAD software and 3D printing, gather tips for refining prototypes, and receive guidance on creating a strong brand identity and effective pricing strategy. The episode also includes book recommendations to further support entrepreneurial success. Whether you're just starting out or looking to enhance your existing strategies, this episode is packed with actionable insights. "The Lean Startup" by Eric Ries:   "Hooked: How to Build Habit-Forming Products" by Nir Eyal:"Positioning: The Battle for Your Mind" by Al Ries and Jack Trout: "The Ultimate Sales Machine" by Chet Holmes:00:00 Introduction to Business Conversations with Pi00:46 Meet Your Hosts: KU and Pi01:11 Diving into Entrepreneurial Questions01:59 Special Focus: Sunglasses Startup02:37 Steps to Launching a Product03:42 Prototyping Tips for Sunglasses04:49 Getting Help with CAD and 3D Printing05:50 Marketing and Pricing Strategies06:54 Recommended Reading for Entrepreneurs07:59 Final Words of Wisdom08:24 Conclusion and Next Steps Thank you for being a Skoobeliever!! If you have questions about the show or you want to be a guest please contact me at one of these social mediasTwitter......... ..@djskoob2021 Facebook.........Facebook.com/skoobamiInstagram..... instagram.com/uepodcast2021tiktok....... @djskoob2021Email............... Uepodcast2021@gmail.comAcross The Start Line Facebook Community If you would like to be coached on your entrepreneurial adventure please email me at for a 2 hour free discovery call! This is a $700 free gift to my Skoobelievers!! Contact me Now!! On Twitter @doittodaycoachdoingittodaycoaching@gmailcom

Rahul Vohra is the founder and CEO of Superhuman. Prior to Superhuman, Rahul founded Rapportive, the first Gmail plug-in to scale to millions of users, which he sold to LinkedIn in 2012. He is also a prominent angel investor, and his fund has invested $50 million in over 120 companies, including Placer, Supabase, Mercury, Zip, ClassDojo, and Writer.What you'll learn:• The unexpected insight about virality Rahul gained from LinkedIn's head of growth.• Why Rahul restructured his entire executive team to spend 60% to 70% of his time on product, design, and marketing instead of the typical CEO responsibilities.• The counterintuitive approach to finding product-market fit using a methodical system inspired by Sean Ellis, and how this algorithmically determines your roadmap.• How manually onboarding every user (Superhuman had 20 full-time people doing this at peak) created superfans and allowed engineers to focus on product rather than onboarding flows.• The “Single Decisive Reason” framework for making better decisions by avoiding collections of weak justifications.• How Superhuman's AI features have evolved to create a truly intelligent email experience that works while you sleep.—Brought to you by:• Eppo—Run reliable, impactful experiments• Fundrise Flagship Fund—Invest in $1.1 billion of real estate• OneSchema—Import CSV data 10x faster—Find the transcript at: https://www.lennysnewsletter.com/p/superhumans-secret-to-success-rahul-vohra—Where to find Rahul Vohra:• X: https://x.com/rahulvohra• LinkedIn: https://www.linkedin.com/in/rahulvohra/• Email: Rahul@superhuman.com—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Introduction to Rahul and Superhuman(05:00) The most pivotal moment in Rahul's career(07:01) The secret to virality(11:02) Superhuman's product evolution and core values(13:32) Overcoming slowdowns at scale(18:06) Time management and meditation(27:35) The role of a president(30:56) Attention to detail(43:00) Finding your unique position(47:32) The power of manual onboarding(52:37) Mastering product-market fit(59:33) Game design in business software(01:05:35) Contrarian pricing strategies(01:09:29) Leveraging AI(01:15:40) Transitioning to enterprise solutions(01:19:08) The Single Decisive Reason framework(01:22:32) Conclusion and final thoughts—Referenced:• Superhuman: https://superhuman.com/• Rapportive: https://techcrunch.com/2012/02/22/rapportive-linkedin-acquisition/• Elliot Shmukler on LinkedIn: https://www.linkedin.com/in/eshmu/• What Are ‘Whales' in Video Games: https://gamerant.com/video-games-whales-concept-term-explained/• Figma: https://www.figma.com/• Notion: https://www.notion.com/• Loom: https://www.loom.com/• How to use Team Comments to reimagine email collaboration: https://blog.superhuman.com/how-to-use-team-comments-to-reimagine-email-collaboration/• Rajiv Ayyangar's post on X about Superhuman: https://x.com/rajivayyangar/status/1816176308130570385• Transcendental Meditation: https://www.tm.org/• Laurent Valosek on LinkedIn: https://www.linkedin.com/in/laurent-valosek-18708b5a/• Peak Leadership Institute: https://www.peakleadershipinstitute.com/• Ed Sim's website: https://edsim.net/• Adelle Sans: https://fonts.adobe.com/fonts/adelle-sans• Comic Sans: https://en.wikipedia.org/wiki/Comic_Sans• Greenfield project: https://en.wikipedia.org/wiki/Greenfield_project• Why Mailbox died: https://www.theverge.com/2015/12/8/9873268/why-dropbox-mailbox-shutdown• Bill Trenchard on X: https://x.com/btrenchard• How Superhuman Built an Engine to Find Product-Market Fit: https://review.firstround.com/how-superhuman-built-an-engine-to-find-product-market-fit/• Using the Sean Ellis Test for Measuring Your Product-Market Fit: https://medium.productcoalition.com/using-sean-ellis-test-for-measuring-your-product-market-fit-c8ac98053c2c• Sean Ellis on LinkedIn: https://www.linkedin.com/in/seanellis/• The original growth hacker reveals his secrets | Sean Ellis (author of “Hacking Growth”): https://www.lennysnewsletter.com/p/the-original-growth-hacker-sean-ellis• The Trouble with Rewards: https://www.kornferry.com/insights/briefings-magazine/issue-13/519-the-trouble-with-rewards• The art and science of pricing | Madhavan Ramanujam (Monetizing Innovation, Simon-Kucher): https://www.lennysnewsletter.com/p/the-art-and-science-of-pricing-madhavan•  Van Westendorp Price Sensitivity Meter: https://en.wikipedia.org/wiki/Van_Westendorp%27s_Price_Sensitivity_Meter• AI-powered email for high-performing teams: https://superhuman.com/ai• Linear's secret to building beloved B2B products | Nan Yu (Head of Product): https://www.lennysnewsletter.com/p/linears-secret-to-building-beloved-b2b-products-nan-yu• Single Decisive Reason: decision-making for fast-scaling startups: https://blog.superhuman.com/single-decisive-reason-decision-making-for-fast-scaling-startups/• Reid Hoffman on LinkedIn: https://www.linkedin.com/in/reidhoffman/—Recommended books:• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586• Monetizing Innovation: How Smart Companies Design the Product Around the Price: https://www.amazon.com/Monetizing-Innovation-Companies-Design-Product/dp/1119240867—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

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In today's episode, I explore why market category is a good starting point for developing great positioning. You will learn: * Viewing your market category is context-setting for your products/company. * Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.) * Understanding your product/company's unique value proposition before determining market category.* Why positioning involves identifying what sets your product apart from competitors and the status quo.* Why positioning in an underserved segment of an existing market category is easier than creating a new category.* Communicating the differentiated value of your product or service.* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.—If you want to skip ahead: (3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value. (7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value. (11:26) Positioning and market categories in business.—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/consultantApril's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market * Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts:

Chapter 1 What's Marketing Warfare Book by Jack Trout"Marketing Warfare" is a book written by Jack Trout and Al Ries in 1986. It outlines marketing strategies and tactics that can be used to gain a competitive advantage in the marketplace. The book draws parallels between military warfare and marketing, and provides insights on how companies can effectively position themselves in the market to outmaneuver their competitors. It emphasizes the importance of focusing on the competition, defining a unique positioning, and exploiting weaknesses in the market to gain market share.Chapter 2 Is Marketing Warfare Book A Good Book"Marketing Warfare" by Jack Trout is often considered a classic in the field of marketing strategy. The book focuses on the concept of applying military strategies to marketing and competing in the marketplace. It offers valuable insights and strategies for businesses looking to gain a competitive advantage. Many readers find the book to be informative and thought-provoking. If you are interested in marketing strategy, competitive positioning, and business competition, then "Marketing Warfare" could be a good book for you.Chapter 3 Marketing Warfare Book by Jack Trout Summary"Marketing Warfare" by Jack Trout and Al Ries is a classic marketing book that outlines strategies for companies to gain a competitive advantage in the marketplace. The book is based on the principles of military strategy and offers insights on how companies can outmaneuver their competitors.Key points discussed in the book include:1. The importance of focusing on the competition: Trout and Ries argue that companies should always be aware of what their competitors are doing and develop strategies to differentiate themselves in the market.2. Positioning: The authors emphasize the importance of positioning a company in the minds of consumers. They argue that companies should strive to occupy a unique position in the marketplace that sets them apart from competitors.3. Offensive and defensive strategies: Trout and Ries outline various offensive and defensive strategies that companies can use to gain a competitive advantage. These include being the first mover in a market, attacking a competitor's weaknesses, and defending against attacks from competitors.4. The importance of leadership: The authors stress the role of leadership in marketing warfare and argue that companies need strong leadership to succeed in the marketplace.Overall, "Marketing Warfare" provides valuable insights for companies looking to gain a competitive advantage in the marketplace. The book is a useful resource for marketers and business leaders looking to develop effective marketing strategies. Chapter 4 Marketing Warfare Book AuthorJack Trout is a renowned marketing strategist and author who released the book "Marketing Warfare" in 1986. The book introduces the concept of marketing strategies based on military tactics, emphasizing the importance of focus, differentiation, and positioning in the competitive marketplace.In addition to "Marketing Warfare," Jack Trout has written several other books on marketing and branding, including "Positioning: The Battle for Your Mind" (co-authored with Al Ries), "Differentiate or Die: Survival in Our Era of Killer Competition," and "The 22 Immutable Laws of Marketing" (also co-authored with Al Ries).Among all of his books, "Positioning: The Battle for Your Mind" is considered one of the best in terms of editions and impact on the field of marketing. This book, first published in 1981, explores the concept of positioning a company, product, or service in the minds of consumers to create a distinct and favorable image. It has...

Positioning is a fundamental part of marketing strategy. But it's not always explicitly defined, particularly in small, fast-growing companies. In many cases, it's based purely on the original intent of the founder, and reflects early-adopters. But as a business scales, it's worth taking time to think through the Why/Who/How of your product or service, so you can develop the messaging and the Go-To-Market strategy that's going to have an impact.Sharon Scott knows how to craft a positioning statement. As a marketing strategist and founder of OtterScope, Sharon works with companies to define their place in the market. And in this episode of The Marketing Mix, she shares the frameworks and strategies she uses to get to the “why” of brands and products.We also discuss how marketing acts as the bridge between internal stakeholders, and the alignment of Product and Marketing teams. And Sharon shares some thoughts on how AI might be used to assist in customer research and the positioning process.Key Takeaways:Positioning considers the "why" of a product combined with the "who" of the target audience, along "how" the brand adds valueEven for tech products, a user's emotional response is an important part of the positioningDon't underestimate the value of unplanned, casual conversations across teams to break out of the silosAI tools might not be ready to play a major role in positioning, but they can help with early customer research tasksConnect with Sharon: Find Sharon on LinkedInAnd check out OtterScopeA couple of good reads:Positioning: The Battle for Your Mind - by Al Ries and Jack Trout. One of the classic books on the subjectCrossing the Chasm by Geoffrey Moore. I mention this during the conversation with Sharon

Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance.With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today's episode. He also discusses how marketing strategy fits within his company's broader business objectives.Kemin is a human and animal nutrition product and service provider, and Tanweer's business, Kemin Nutrisurance, is a global leader in pet food and rendering technologies.In this episode:Tanweer talks us through his journey as a marketing professional and how is background in veterinary science and the Indian military, as well as in sales, have positively shaped him as a business and marketing leader and influenced his career to date.Focusing on his own sector, Tanweer talks about the increasing challenges around market segmentation, and indeed sub-segmentation, and the importance of well-defined messaging.He talks about emerging growth markets for pet ownership as well as the impact that the COVID pandemic had on the serious problem of pet abandonment.Tanweer talks about the importance of ‘thinking big' when it comes to international marketing as well as maintaining stability within the marketing team, while at the same time being agile and responsive.He talks about how some of the marketing world's most prominent academic literature continues to influence him, including Positioning: The Battle for Your Mind by Al Ries and Jack Trout, as well as The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart.Tanweer discusses some of the latest innovations in content marketing and how AI can improve our understanding of personas.

April Dunford is a speaker, mentor, podcaster, best-selling author, and beloved returning guest to the show. Last year, she joined me on the pod to discuss product positioning and differentiated value. Today, April offers invaluable insights from her latest book, Sales Pitch: How to Craft a Story to Stand Out and Win. We go deep on the art of effective pitching and selling, and April shares the specific framework she's used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games. Together we discuss:• Tactical advice on pitch creation and testing• Real-life examples of companies transforming their narratives into successful sales strategies• How to combat customer inaction• How to become your prospect's guide in their buying journey• The importance of differentiated value• Marketing's role in the process• Why you should avoid FOMO as a sales strategy• Tips for handling objections—Brought to you by Composer—the AI-powered trading platform | Eppo—Run reliable, impactful experiments | LinkedIn Ads—Reach professionals and drive results for your business—Find the full transcript at: ⁠https://www.lennyspodcast.com/a-step-by-step-guide-to-crafting-a-sales-pitch-that-wins-april-dunford-author-of-obviously-awesom/⁠—Where to find April Dunford:• Website: https://www.aprildunford.com/• LinkedIn: https://www.linkedin.com/in/aprildunford/• Newsletter: https://aprildunford.substack.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) April's background(03:46) Fixing poor positioning with storytelling at Help Scout(12:22) Pitch components: setup and differentiated value(14:13) Wrapping up the sales pitch(15:56) Handling objections effectively(19:13) Understanding buyer's mindset and market perception(25:46) Avoiding FOMO as a sales strategy(29:28) Lenny's stressful experience buying community forum software for Airbnb(31:04) Empowering champions within client businesses(34:36) Who this framework is useful for(36:38) Advice on working cross-functionally(38:59) Differentiated value defined with examples(44:16) Selling with calm confidence(46:19) Qualifying leads(48:31) April's thoughts on category creation(53:05) Geoffrey Moore's “bowling pin strategy”(55:21) Conclusion of the setup phase: sharing the perfect world(57:11) The follow-through: differentiated value with proof and objection refutation(1:00:21) Why sales pitches fail(1:01:30) Best practices for pitch testing(1:05:32) General timeline for positioning and pitch creation(1:06:50) Marketing's role in the process(1:08:38) The impact of developing a killer sales pitch(1:10:39) Andy Raskin's positioning framework(1:15:50) Lightning round—Referenced:•April Dunford on product positioning, segmentation, and optimizing your sales process: https://www.lennyspodcast.com/april-dunford-on-product-positioning-segmentation-and-optimizing-your-sales-process/• A Quickstart Guide to Positioning: https://www.lennysnewsletter.com/p/positioning• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005• Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN• Help Scout: https://www.helpscout.com/• Mastering Jobs Theory with Bob Moesta: https://www.positioning.show/mastering-jobs-theory-with-bob-moesta/• The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/• Salesforce: https://www.salesforce.com/• Salesforce Completes Acquisition of Sales-Enablement Company LevelJump: https://www.salesforce.com/news/stories/leveljump-and-salesforce/• How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more): https://www.lennyspodcast.com/how-to-become-a-category-pirate-christopher-lochhead-author-of-play-bigger-niche-down-category/• Siebel: https://docs.oracle.com/en/applications/siebel/index.html• Qualtrics: https://www.qualtrics.com/• Bowling Pin in Product Development: https://www.linkedin.com/pulse/bowling-pin-product-development-ashok-das/• Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets: https://www.amazon.com/Inside-Tornado-Strategies-Developing-Hypergrowth/dp/B000AAN4VM• The power of strategic narrative | Andy Raskin: https://www.lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin/• La Product Conf: https://www.laproductconf.com/• Thiga: https://www.thiga.co/• The JOLT Effect: How High Performers Overcome Customer Indecision: https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102• The Challenger Sale: Taking Control of the Customer Conversation: https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355• The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results: https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Mind-Anniversary/dp/0071359168• Parasite on Amazon Prime: https://www.amazon.com/Parasite-English-Subtitled-Kang-Song/dp/B07YM14FRG• Snowpiercer on Netflix: https://www.netflix.com/title/70270364• Lamy AL-star fountain pen: https://www.amazon.com/Lamy-Al-Star-Fountain-Graphite-L26F/dp/B000R309UQ• Muji gel pens: https://www.amazon.com/Muji-Point-Black-0-38mm-Japan/dp/B01N8QNC59—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

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Abi Noda, Co-founder & CEO @ DX returns to the show to discuss his latest research on measuring & improving developer productivity, and provides a practical, developer-focused framework to give you clear, actionable insights into what to measure and where to focus in order to improve developer productivity. Abi reveals the inspiration behind his whitepaper / research, elements of their new DevEx framework, and how eng leaders can implement it into their org's practice in order to increase developer productivity. We also cover the evolution of measuring developer experience (including output metrics, DORA & SPACE frameworks) and the benefits / shortcomings of each approach. In addition, learn not only the importance of having a dedicated DevEx team, but also how to implement these insights if your org isn't ready to have a dedicated team yet.ABOUT ABI NODAAbi (@abinoda) is the CEO and co-founder of DX, the world's first developer experience management platform. He was previously the CEO and founder of Pull Panda, which was acquired by GitHub in 2019. At GitHub he led research collaborations with Dr. Nicole Forsgren, McKinsey, and Microsoft Research, which was the impetus for founding DX."Oftentimes, organizations that are larger that get started with these types of measurements in their framework, they're really surprised. They realize that, 'Oh man, there's all these opportunities we didn't even realize and developers are telling us these are the most important things. These aren't the things we're working on and we need to shift our focus.' So, I think there's a huge opportunity to refocus by getting a holistic picture of the developer experience.”- Abi Noda   Join us at ELC Annual 2023!ELC Annual is our flagship conference for engineering leaders. You'll learn from experts in engineering and leadership, gain mentorship and support from like-minded professionals, expand your perspectives, build relationships across the tech industry, and leave with practical prove strategies.Join us this August 30-31 at the Fort Mason Center in San FranciscoFor tickets, head to https://sfelc.com/annual2023SHOW NOTES:The background behind Abi's developer productivity research & why it matters (2:50)The evolution of measuring developer productivity (5:50)Moving beyond output metrics to DORA (and how that fell short of solving engineering measurement problems) (7:43)Challenges, drawbacks, and limitations to current measurement approaches (like DORA & SPACE) (11:51)What is the SPACE framework & how it manifests in eng orgs (15:14)Distinction between measuring the notion of productivity vs. focusing on measurements that improve productivity (17:07)Overview of Abi's new DevEx framework & examples of it in use (19:52)Recommendations for frontline managers, ICs, engineers, etc. to apply the DevEx framework (22:26)How DevEx uncovers blind spots (like requirements quality) (24:21)When engineering orgs should consider separating out productivity (27:44)Strategies for broad-scope leaders to apply the DevEx framework (29:21)Using local teams to address specific DevEx issues (31:30)Why the VP of Eng / org leadership's values drive developer experience (33:00)Tips for implementing the DevEx framework as a startup vs. mature company (35:06)How Abi is incorporating DevEx strategies into his own company @ DX (37:47)What positive developer experience looks like within an eng team (39:35)The most important step a team w/o a DevEx team can take (41:29)Rapid fire questions (43:17)LINKS AND RESOURCESAbi's new DevEx whitepaper - “DevEx: What Actually Drives Productivity” by Abi Noda, DX, Margaret-Anne Storey, University of Victoria, Nicole Forsgren, Microsoft Research, Michaela Greiler, DXObviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It - Obviously Awesome goes beyond teaching you what positioning is and why you should care. It gives you a step-by-step process that any startup can follow to position their product, service or company. This book will teach you how to find your product's “secret sauce” and then sell that sauce to those who crave it.Positioning: The Battle for Your Mind - The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.This episode wouldn't have been possible without the help of our incredible production team:Patrick Gallagher - Producer & Co-HostJerry Li - Co-HostNoah Olberding - Associate Producer, Audio & Video Editor https://www.linkedin.com/in/noah-olberding/Dan Overheim - Audio Engineer, Dan's also an avid 3D printer - https://www.bnd3d.com/Ellie Coggins Angus - Copywriter, Check out her other work at https://elliecoggins.com/about/

Are you having trouble explaining the significance of cybersecurity to your clients? It's time to elevate your MSP game and secure your place in the cybersecurity conversation. In an industry where attack vectors are constantly changing and becoming more advanced, it is key that MSPs are equipped with the right tools to protect themselves and their customers. What most will fail to do, however, is effectively communicate why cybersecurity is so vital, and how being proactive may be the most important solution Tune in live for a thought-provoking discussion hosted by Jimmy Hatzell, VP of Revenue at Quickpass and our CEO Ray Orsini to learn: • How to effectively communicate the latest cybersecurity trends, threats, and solutions to your customers. • Increase demand and improve end-user adoption by learning from industry leaders on the most effective communication strategies. Take control of the conversation on cybersecurity and set yourself apart from your competition. Don't miss this chance to expand your knowledge and improve your communication skills. The event will be hosted live on February 8th at 2:00 pm EST on our YouTube Channel and Facebook Page! Be sure to follow our guest on LinkedIn and ask some questions about the event! Jimmy Hatzell: https://www.linkedin.com/in/hatzell/ Quickpass Cybersecurity: https://www.linkedin.com/company/quickpass-software/ Download the presentation: https://go.oit.co/Quickpass The 22 Immutable Laws of Marketing: https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667 Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586/ref=sr_1_2

How do we break through the noise in the market place? This week's entrepreneur's  book for the Leaders Are Readers Series is a classic marketing book with a lot of gems on how to remain top of mind to your ideal customer. Here's a link to the book:Positioning: The Battle For Your Mind by Al Ries, Jack Trout, et. al.For a FREE review on the book go to ⬇️https://www.reinventingperspectives.com/post/leaders-are-readers-series-7-positioning-the-battle-for-your-mind-by-al-ries-jack-trout-et-al Episode mentioned:Stop Jumping On Every Marketing Trend with Small Business Marketing Expert, Michael DeLon Time to REINVENT! #CounterCultureSuccessLet's connect on Instagram

What makes a great brand? After working at Google and Square, Arielle Jackson has spent the past eight years consulting startups on how to create powerful messaging that works. In this jam-packed episode, she shares how to pick a winning name for your company, create a brand purpose that excites your team and customers, and position your company and its products for success. You don’t want to miss this one!—Where to find Arielle Jackson:• Twitter: https://twitter.com/hiiamarielle• LinkedIn: https://www.linkedin.com/in/ariellerjackson/• Course: https://maven.com/arielle/startupbrandstrategy—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Flatfile: https://www.flatfile.com/lenny• Unit: https://unit.co/lenny• Athletic Greens: https://athleticgreens.com/lenny—Referenced:• Positioning Your Startup Is Vital—Here’s How to Nail It: https://review.firstround.com/Positioning-Your-Startup-is-Vital-Heres-How-to-Do-It-Right• Three Moves Every Startup Founder Must Make to Build a Brand That Matters: https://review.firstround.com/three-moves-every-startup-founder-must-make-to-build-a-brand-that-matters• What I Learned from Developing Branding for Airbnb, Dropbox, and Thumbtack: https://review.firstround.com/what-i-learned-from-developing-branding-for-airbnb-dropbox-and-thumbtack• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586• Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life: https://www.amazon.com/Alchemy-Curious-Science-Creating-Business/dp/006238841X• The Vanishing Half: https://britbennett.com/the-vanishing-half• The Mothers: https://britbennett.com/the-mothers• Nik Sharma’s weekly newsletter: https://www.nik.co/subscribe• How I Built This: https://www.npr.org/series/490248027/how-i-built-this• In Depth: https://review.firstround.com/podcast• Unseen Unknown: https://unseen-unknown.simplecast.com/• Luca: https://movies.disney.com/luca• Encanto: https://movies.disney.com/encanto• Old Enough!: https://www.netflix.com/title/81506279• The Sociology of Business with Ana Andjelic: https://andjelicaaa.substack.com• David Ogilvy: https://www.oneclub.org/hall-of-fame/-bio/david-ogilvy• Rory Sutherland: https://twitter.com/rorysutherland• Seth Godin: https://seths.blog/—In this episode, we cover:[04:04] From making jewelry as a side hustle to launching products for Square: Arielle’s background[12:32] What makes a good name for a product or a startup[19:17] How to come up with a great name[24:59] How to run a naming brainstorm for the best results[31:09] Bad names and naming mistakes[34:17] Arielle’s brand development framework and when founders should implement it[36:02] How do you know when brand development is completed?[41:17] How long should branding take?[42:42] How to build a brand purpose that ignites excitement[48:51] Specific tactics for building your brand purpose[51:12] How to master your positioning[55:22] Why it’s important to stay niche when you’re mastering your positioning[59:15] The process of positioning and Arielle’s bar test[1:02:38] How to build a brand personality using the five big brand descriptions[1:07:39] Where to put brand and product positioning documents so they’ll actually get used[1:09:14] How startups can get PR[1:14:49] When should you hire a marketer?—Production and marketing: https://penname.co/ Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

When we at imageseven look at a school through the lens of a prospective parent, we often discover a confusing maze of competing market positions. But you cannot win the positioning war with a positioning strategy that is constructed like a Swiss army knife. You need to be something ... for someone. In this episode, we show you how. Get in touch at smj@imageseven.com.au

How do you balance rationality and irrationality as a business leader? How do you position your company and product to disrupt the market? Kipp and Kieran go on a deep dive on how playing it safe is actually hurting your business, how to know when to hire a head of marketing vs. a product marketer, using emotions to position your product, and more! Plus, We answer one of YOUR questions. Shoutout to Fanny Kuhn for leaving their review! Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next. Links Mentioned: Loom https://www.loom.com/  Sapiens by Yuval Noah Harari https://www.ynharari.com/book/sapiens-2/  The Hard Things About The Hard Things by Ben Horrowitz https://a16z.com/book/the-hard-thing-about-hard-things/  Hooked by Nir Eyal https://www.nirandfar.com/hooked/  Rework by Jason Fried https://www.amazon.com/Rework-Jason-Fried/dp/0307463745  The Platform Revolution https://www.amazon.com/Platform-Revolution-Networked-Markets-Transforming/dp/0393249131  Stratechery https://stratechery.com/  Not Boring Newsletter https://www.notboring.co/  The Hustle Newsletter https://thehustle.co/  Milk Road Newsletter https://www.milkroad.com/  Positioning The Battle for your Mind by Al Ries https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586  Ready Player One by Ernest Cline https://www.amazon.com/Ready-Player-One-Ernest-Cline/dp/0307887448  Principles for The Changing World Order by Ray Dalio https://www.amazon.com/Changing-World-Order-Nations-Succeed/dp/1982160276  Shoe Dog by Phil Knight https://www.amazon.com/Shoe-Dog-Memoir-Creator-NIKE/dp/1471146723/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1654105299&sr=1-1  Direct Mail Copy That Sells by Herschell Gordon Lewis https://www.amazon.com/Direct-Mail-Copy-That-Sells/dp/0132147505/ref=sr_1_3?crid=2544SEVJ4RL7Q&keywords=Direct+Mail+Copy+That+Sells&qid=1654105342&s=books&sprefix=direct+mail+copy+that+sells%2Cstripbooks%2C68&sr=1-3  On Writing Well by William Zinsser https://www.amazon.com/Writing-Well-Classic-Guide-Nonfiction/dp/0060891548/ref=sr_1_1?crid=30RQWSPYFT6FV&keywords=on+writing+well&qid=1654105374&s=books&sprefix=on+writing+well%2Cstripbooks%2C78&sr=1-1  New Rules of Marketing PR by David Meerman Scott https://www.davidmeermanscott.com/books/the-new-rules-of-marketing-and-pr  The Rational Optimist by Matt Ridley https://www.amazon.com/Rational-Optimist-Prosperity-Evolves-P-s/dp/0061452068  Twitter Blue https://help.twitter.com/en/using-twitter/twitter-blue  Thank you for tuning into Marketing Against The Grain! Don't forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support. Links: Kipp Bodnar, https://twitter.com/kippbodnar  Kieran Flanagan, https://twitter.com/searchbrat ‘Marketing Against The Grain' is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Do you dream of having really awesome guests on your podcast but don't know how to go about it?    On today's episode, host Mark de Grasse sits down with Jeremy Slate, CEO of https://commandyourbrand.com/ (Command Your Brand Media) and host of the podcast, https://www.jeremyryanslate.com/podcast-2/ (Create Your Own Life), to talk about leveraging a podcast to grow your brand. When Jeremy started his first podcast in 2014, he says it was absolute trash, but he doesn't regret it. One of the biggest obstacles to getting started is thinking everything has to be perfect first. It doesn't. Jeremy's simple formula: go on some shows, get a good course on podcasting, start your own show, get on more shows to promote it. Command Your Brand is the top public relations firm for the podcast space and can help you do all that.    Listen in as Jeremy shares a wealth of knowledge about starting a podcast, sticking with it, and doing it well.   IN THIS EPISODE YOU'LL LEARN: Where to find and connect with big name podcast guests  How long your podcast should be and how many weekly episodes What to include in your pitch to potential podcast guests Why you should go on other people's podcasts before you start your own   LINKS AND RESOURCES MENTIONED IN THIS EPISODE: https://training.commandyourbrand.com/optin-30184477 (FREE: The 7 Reasons You're Not Getting Featured on your Favorite Podcast) https://www.udemy.com/course/the-podcast-blueprint/?utm_source=adwords&utm_medium=udemyads&utm_campaign=LongTail_la.EN_cc.US&utm_content=deal4584&utm_term=_._ag_81829991747_._ad_532193842031_._kw__._de_c_._dm__._pl__._ti_aud-564043582742%3Adsa-1007766171272_._li_9052825_._pd__._&matchtype=&gclid=Cj0KCQjw8_qRBhCXARIsAE2AtRZBceVWDLc5hRc8aKdpIqhQZ8SDMb4sH3grIyDreT6XznGRB5853VAaArGMEALw_wcB (The Podcast Blueprint) (course by Andrew Ferebee) https://getemails.com/ (Get Emails app) https://hunter.io/ (Hunter.io) https://contactanycelebrity.com/cac/ (Contact Any Celebrity) https://www.jeremyryanslate.com/400-are-you-a-freelancer-or-an-entrepreneur-and-the-future-of-publishing-seth-godin/ (Ep. 400 of Create Your Own Life with Seth Godin) https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586/ref=sr_1_1?keywords=positioning+the+battle+for+your+mind&qid=1648303983&s=books&sprefix=positioning%2Cstripbooks%2C85&sr=1-1 (Positioning: The Battle for Your Mind) (book by Al Ries)   OUR PARTNERS: http://getscalable.com/dm (7 Levels of Scale Workbook) Find out your Leadership Trust Score at https://readytolead.com/ (Ready to Lead). Listen to the #1 Digital Marketing Podcast, https://www.perpetualtraffic.com/ (Perpetual Traffic)   Thanks so much for joining us this week. Want to subscribe to The DigitalMarketer Podcast? Have some feedback you'd like to share? https://itunes.apple.com/us/podcast/the-digitalmarketer-podcast/id1397898498?mt=2 (Connect with us on Apple Podcasts and leave us a review!)

In Episode 216 of Idea Diary - Today, I ramble about Al Ries and Jack Trout's book, “Positioning” from 1981! Some Notes Below: Chapter 1: What Positioning Is All About Positioning is not about creating something new, it's about manipulating what the people already think, It's about bridging your product's communication design and reputation with what already exists. Keep The Message Simple! Don't try to change someone's mind. It's impossible to change. FOCUS your brand. Be honest. Own a word in the mind of the consumer, and have a visual hammer! Look for your branding positioning solution in the customer's mind. Position is to accept perceptions, then restructure those perceptions to create this position you desire. Chapter 2: The Assault on the Mind Messages get lost in the number of media platforms we have in 1981, Just think about how much easier it is to get lost in the era of the internet and social media. Chapter 3: Getting into the Mind Communication can only happen in the right place at the right time. Be the first or think of a new category to be #1 Spot on the ladder. Don't name your brand something generic. Chapter 4: Those Little Ladders in Your Head The mind has no room for new stuff, unless it is related to something old and familiar. #1 Spot is first. Be proud to be #2 Spot. Own a word in the mind of the consumer, and have a unique position on the ladder of your category. Like BMW chose to focus on being the best car to drive within the import car category, and won the #1 Spot with that focus. Chapter 5: You Can't Get There from Here Don't Fight Facts! Sometimes it's going to happen from the point you are at. Start over, or forget it. Chapter 6: Positioning of a Leader Leaders should not try to drive competitors out of business. Create a new category if you can to be number one, or be happy being #2. Only 2 brands will dominate a category. Strategy and tactics will define and differentiate your business, and Press will make your business exist. Complete Notes Available on Youtube Thank you so much for listening today! #BusinessLifestyle #RiesAndTrout #Positioning "Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL'S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE. — Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas. — Website: https://www.valerieaiello.com — Subscribe to follow my business journey! --- Support this podcast: https://anchor.fm/valerieaiello/support

Today's episode is with Arielle Jackson. For the past 7 years, she's helped hundreds of companies build their positioning and brands from the ground up, both as our Marketing Expert in Residence here at First Round and in her own consulting work. Before helping early-stage startups, Arielle started her career in Product Marketing at Google, where she helped launch and grow Google Books and AdWords before leading marketing for Gmail. She then joined Square, where she led the launch of the Square Stand. She then headed up marketing & communications at Cover, an Android app that was acquired by Twitter. Given that she's worked with so many companies, Arielle is a pro at spotting common patterns when it comes to early marketing, so today we spend our time digging into the challenges and missteps she's seen so many founders run into. From category creation and company purpose, to messaging, brand personality and launch strategy, Arielle details both common pitfalls to avoid and the exercises and frameworks that she shares with founders in her consulting work. Whether it's about not falling into the trap of focusing too much on other startup competitors, relying on emotional instead of functional benefits, or coming with unrealistic PR expectations, Arielle has tons of examples to bring these concepts to life.  If you are looking to learn more, Arielle has turned the brand strategy work she does at First Round into a cohort-based course, powered by Maven. The course runs in February and applications close on Jan 28th – find out more and apply here. Additionally, here are the resources we talked about in the episode Arielle's First Round Review articles: - Positioning Your Startup is Vital — Here's How to Nail It - ​​Three Moves Every Startup Founder Must Make to Build a Brand That Matters - So You Think You're Ready to Hire a Marketer? Read This First. The books on the subject that Arielle recommends: - Positioning: The Battle for Your Mind - Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets - Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life - Predictably Irrational: The Hidden Forces That Shape Our Decisions You can follow Arielle on Twitter at @hiiamArielle. You can email us questions directly at review@firstround.com or follow us on Twitter @firstround and @brettberson.

Today's guest is April Dunford, positioning expert and the author of the book Obviously Awesome. April Dunford is an executive consultant, speaker, and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career as VP Marketing at a series of successful startups. Positioning as a concept has been around since 1969 when it was first introduced by Jack Trout and Al Ries. The idea became mainstream marketing knowledge after Ries and Trout published“Positioning: The Battle for Your Mind” in the early 80's and marketers have been taught this style of positioning ever since. Ries and Trout argued that Positioning was the solution to standing out in a noisy marketplace filled with too many products and too many marketing messages trying to promote them. Positioning is the act of giving those customers a map of the current landscape and then instructing them where they fit and why one solution is better than the others around them. April points out that positioning has a positioning problem today and provides a 10 step positioning playbook for companies and marketers to adopt. Developing a positioning statement is often done as a fill-in-the-blank “Mad Libs” exercise based on a template. In this podcast April tells us what good positioning should look like with examples. She wants us to be cognizant that the early adopting customers may not be your eventual mainstream ones (as Geoffrey Moore has written about in his iconic book Crossing the Chasm). The history of Twitter, is an example of how a venture whose founders thought it would do one thing ended up doing something entirely different once they were exposed to the market. Website: aprildunford.com LinkedIn: https://www.linkedin.com/in/aprildunford/ Twitter: @aprildunford --- Support this podcast: https://anchor.fm/shobhana-viswanathan/support

Imagine having a marketing coach, consultant and accountability partner all wrapped up in one podcast. That's exactly what you get when you listen to the Marketing Hotline with Kelsey Reidl and her guests as they discuss topics such as how to stand out on Social Media, how to attract your ideal clients, growing an Email List, and anything else related to Marketing and Growth! - Everyday, people choose to spend money with your business for a REASON. Do you know what that reason is? Are you clear on that thing that sets you apart from your competitors? My guess is that many of you listening are thinking, well I kinda know… I think… I could figure it out. But without clear positioning right now, you are leaving money on the table while your customers choose to work with a competitor, because they don't know what sets you apart. Let's not let that happen any longer. April Dunford is a A globally recognized leader in positioning and she has a deep curiosity about what makes the difference between a winning product and a loser. And she's here today to share exactly how we can ALL become winners, through proper positioning. Be sure to grab a copy of April's book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It anywhere books are sold and head to https://www.aprildunford.com/ for all her work. We talk about: Why positioning is so important for growing your business The 5 components of effective position The 10 step process to writing your positioning statement and how to use it The most important parts of your statement and specific tips on how to write it Why niching down is actually doing to help you reach MORE people How she determined and packaged up her unique methodology April's favourite marketing books (they are must-reads!) Mentioned in the show: IBM UofT U Waterloo Jobs to be done interview Clayton christiansen Product line growth The original book on positioning - Positioning: The Battle for Your Mind. Book by Al Ries and Jack Trout The challenger sale April Dunford's 5 Components of Effective Positioning: Competitive alternatives Unique attributes Value Target market characteristics Market category p.s. Whenever you're ready, here are 3 ways we can work together: 1.

For me, this is the toughest quote to live up to on a daily basis. But that doesn't mean I should stop trying. People mentioned in this episode: Lyndon DukeAl RiesJack Trout Books and other resources mentioned in this episode: Positioning: The Battle for your Mind Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit+growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90's, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he's not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

For me, this is the toughest quote to live up to on a daily basis. But that doesn’t mean I should stop trying. People mentioned in this episode: Lyndon DukeAl RiesJack Trout Books and other resources mentioned in this episode: Positioning: The Battle for your Mind Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit and growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90’s, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he’s not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

For me, this is the toughest quote to live up to on a daily basis. But that doesn’t mean I should stop trying. People mentioned in this episode: Lyndon DukeAl RiesJack Trout Books and other resources mentioned in this episode: Positioning: The Battle for your Mind Six things about Simple Secrets and its founder, Chris Allen: Simple Secrets, LLC is a profit and growth consultancy based in Asheville, North Carolina, with team members around the world. Simple Secrets collaborates with a hand-selected group of entrepreneurs, small business owners, and independent practitioners – doctors, lawyers, dentists, veterinarians, CPAs, etc. – to maximize their incomes, allowing them more well-deserved focus, freedom and fulfillment. Simple Secrets was founded in 2015 by award-winning direct response marketer, entrepreneur, and consultant Chris Allen. In the pre-Internet 90’s, Chris developed and marketed millions of dollars worth of physical products on radio and TV – the old "operators are standing by" days – then used his time-tested warchest of successful marketing methods to go completely digital in 2002, when the Internet began to mature. For over a decade, Chris provided information and consulting services to a variety of Fortune 500 companies, including United Airlines, Saks Fifth Avenue, Sony, LexisNexis and The National Federation of Independent Business (NFIB). When he’s not online, helping clients, Chris enjoys playing way too much Pickleball, and eating way too much pizza. Don't forget your FREE GIFTS! If you're an entrepreneur, own a small business, or have a private practice, click the link below for FREE GIFTS guaranteed to make you more money with less stress... SimpleSecrets.com

Today’s episode represents a new chapter for Invest Like the Best, so requires a longer introduction than normal. Starting today, I’ll be bringing you two episodes per week on the same feed. On Tuesday’s, I’ll focus on investors, and on Thursday’s, I’ll host builders—founders, CEOs, and operators from all different fields. We call this new Thursday series Founder’s Field Guide. There’s nothing more interesting to me than how great businesses get build, and how investors can identify those businesses at the right time. We’ve already recorded with founders build companies in food, technology, infrastructure, shipping, collectibles, and many more categories. The goal each weak will be to have a builder share what they’ve done, how they’ve done it, and what they’ve learned along the way. We view this as a critical next step in furthering our mission: to capture and openly share the world’s best knowledge on business and investing. Onto the kickoff episode with Rahul Vohra. Rahul is the Founder & CEO of Superhuman, an extremely popular product for managing email. Rahul describes himself as a Computer Scientist, Gamer, Entrepreneur, and Designer. You’ll see quickly why it’s the intersection of these areas that sets Superhuman apart. We discuss why emotion matters when building products, and how other entrepreneurs can learn from his experience. Please enjoy the very first episode of Founder’s Field Guide, and stay tuned in future weeks as we host leaders from Nike, Cisco, Twitch, and so many more…listen in as we explore the world of cannabis, baking (not that kind), manufacturing, hardware, software, and more. Let’s dive in.   This episode is brought to you by Microsoft for Startups. Microsoft for Startups is a global program dedicated to helping “enterprise-ready” B2B startups successfully scale their companies. If you’re a founder running a B2B company targeting the enterprise, you should definitely check them out.    This episode is also sponsored by Vanta.  Vanta has built software that makes it easier to both get and maintain your SOC 2 report, at a fraction of the normal cost. Founders Field Guide listeners can redeem a $1k off coupon at vanta.com/patrick.    For more episodes go to InvestorFieldGuide.com/podcast. Sign up for the book club and new email newsletter called “Inside the Episode” at InvestorFieldGuide.com/bookclub. Follow Patrick on Twitter at @patrick_oshag   Show Notes (3:56) – (First question) – His interest in game design and emotion in software creation (5:15) – Key elements of game design (6:23) – Toys in digital software creation (8:48) – Finding success in boring software solutions (11:19) – Getting confidence while building when there are no real customers (14:08) – How they landed on their final product             (15:40) – The Superhuman Product/Market Fit Engine (20:46) – Determining software price             (21:55) – Positioning Your Startup is Vital — Here’s How to Nail It             (23:09) – Positioning: The Battle for Your Mind             (24:13) – Monetizing Innovation: How Smart Companies Design the Product Around the Price (26:36) – First big break for the business (29:04) – How technology companies actually grow (32:15) – Branding a software (33:57) – How he evaluates a company brand as an investor (36:07) – Questions to ask founders when considering an investment (37:35) – How the distribution of Superhuman worked so well (41:25) – Most common question asked by VC’s about Superhuman (43:00) – Why they do manual onboarding of customers             (43:05) – Daniel Ek Podcast Episode (45:10) – Cost structure of a busines looking to reach the billion-dollar valuation (47:18) – Designing for flow in software business (51:21) – His design philosophy and their joy formula   (58:03) – His superpower (1:00:46) – The power of therapy (1:02:50) – Why he invests in other companies (1:05:05) – Trends in the technology space that have him excited (1:07:28) – The future for Superhuman (1:10:26) – Kindest thing anyone has done for him     Learn More For more episodes go to InvestorFieldGuide.com/podcast. Sign up for the book club and new email newsletter called “Inside the Episode” at InvestorFieldGuide.com/bookclub. Follow Patrick on Twitter at @patrick_oshag  

Lisa Enckell joins Mark and Adam to talk about picking a category, aspirational creativity, and the purpose of product launches. @MuseAppHQ hello@museapp.com Show notes Lisa Enckell Antler episode with Max Schoening Patrick McKenzie on North Star podcast Platform-as-a-Service containerization dynos serverless Positioning: The Battle for Your Mind Points of Parity, Points of Difference purple cow N26 Circles.Life silhouette iPod ads Signaling as a Service hey.com library of Trinity College Dublin The Substance of Style Marie Kondo Marc Benioff "It's not when people notice you're there that they pay attention; it's when they notice you're still there." DreamForce, Google I/O Ubuntu release cycle Wrapp 23andMe DNA Day

We're delighted to have Lara McCulloch joining us today! Lara is an experienced marketer, having consulted with some of the world's largest companies, like Unilever, Kraft, Shell, and Johnson & Johnson. Lara also helps small business companies in her role as a Fractional CMO.  In today's episode, she shares some gold nuggets of information about investment strategies, and she also takes a look at being disruptive and using micro-niche triggers, which is an interesting approach to marketing for small businesses.    Links and resources:                                              Lara's website  Lara's Twitter handle - #laramcculloch The Twitter handle for EventProfs - #eventprofs   Lara is offering you, the listener, the opportunity to become a member of her group coaching program at a special founding member's price of $199 per month, with no commitments.   Recommended book: Positioning: The Battle for Your Mind by Al Ries and Jack Trout   Connect with Eric: On LinkedIn On Facebook On Instagram On Website If you'd rather watch the video of this interview, subscribe on YouTube

Knjiga "22 nepromjenjiva zakona brendinga" prezentira principe brendinga kroz primjere nekih od najvećih svjetskih brandova, poput Rolexa, Volva i Heinekena, s potpisom marketinga gurua Al Riesa i njegove kćerke Laure Ries. Ries tvrdi da je jedini način da se istaknete na današnjem tržištu izgradite svoj proizvod ili uslugu u BREND. U ovoj lektiri prezentirane su upute kako to (ne) činiti. 22 nepromenljiva zakona brendinga osnovni su temelj za izgradnju branda svjetske klase koji dominira svojom kategorijom. Iako je knjiga prvi puta objavljena 1998. godine, ako je vjerovati autorima i naslovu knjige ("nepromijenjivi"), isti vrijede i danas. Možda se mijenjaju kanali komunikacije, no principi na kojima brending počiva, temelj su uspjeha svakog branda. Povezani sadržaj:  L007 – Surove Strasti lektira: Duct tape marketing // John Jantsch L021 – Surove strasti lektira: Positioning: The Battle for Your Mind // Al Ries & Jack Trout L022 – Surove strasti lektira: 22 Nepromijenjiva zakona Marketinga // Al Ries & Jack Trout Sve lektire Surovih Strasti nalaze se OVDJE. Pišite feedback, Saša Tenodi 22 nepromijenjiva zakona brendinga: Zakon ekspanzijeZakon kontrakcijeZakon publicitetaZakon oglašavanjaZakon (ključne) riječiZakon uvjerenjaZakon kvaliteteZakon kategorijeZakon imena/nazivaZakon ekstenzijeZakon "drugarstva" (fellowship)Zakon generičnostiZakon kompanijeZakon podbrandingaZakon "rođaka"Zakon oblikaZakon bojeZakon granica Zakon konzistencijeZakon promjeneZakon smrtnostiZakon jedinstvenosti PREPORUKE ZA LAKŠE I UGODNIJE SLUŠANJE SUROVIH STRASTI: Tri načina kako slušati podcastKako slušati podcast u autu koji nema Mp3 playerTop lista najslušanijih epizoda

Kao što napominju Al Ries i Jack Trout, svjetski poznati marketinški stručnjaci i "bestselling" autori knjige Positioning, možete izgraditi impresivan zrakoplov, no zrakoplov ne može uzletjeti ukoliko zanemarite zakone fizike, posebno gravitacije. Zašto, pitaju oni, ne bi postojali i zakoni marketinga kojih se treba pridržavati radi pokretanja i održavanja pobjedničkih brandova? U 22 nepromjenjiva zakona o marketingu, Ries i Trout prezentiraju dvadeset i dva pravila za razumijevanje i uspjeh na tržištu. Povezani sadržaj:  L005 – Surove Strasti lektira: Blue Ocean Strategy // W. Chan Kim & Renée Mauborgne L007 – Surove Strasti lektira: Duct tape marketing // John Jantsch L021 – Surove strasti lektira: Positioning: The Battle for Your Mind // Al Ries & Jack Trout Sve lektire Surovih Strasti nalaze se OVDJE. Pišite feedback, Saša Tenodi 22 nepromijenjiva zakona marketinga Zakon vodstva: bolje biti prvi nego boljiZakon kategorijeZakon uma (zakon misli)Zakon percepcijeZakon fokusaZakon ekskluzivnostiZakon uspinjanja ("ljestvama" u umu potrošaća)Zakon dualnostiZakon suprotnostiZakon podjeleZakon perspektiveZakon proširenja linijeZakon žrtvovanjaZakon atribucijeZakon iskrenostiZakon jedinstvenostiZakon nepredvidljivostiZakon uspjehaZakon pada/neuspjeha Zakon "hiperaktivnosti" Zakon akceleracijeZakon resursa PREPORUKE ZA LAKŠE I UGODNIJE SLUŠANJE SUROVIH STRASTI: Tri načina kako slušati podcastKako slušati podcast u autu koji nema Mp3 playerTop lista najslušanijih epizoda

For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning.  In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that: ----more---- Consumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes. The consensus number-one brand is the “defender.” Their job is to stay on top and never even acknowledge that the lesser brands exist. Example: Coca-Cola The consensus number-two brand is on the “offense.” Their job is to try to knock off number-one with comparisons that make their brand look good. Example: Pepsi and the Pepsi Challenge The next-level brand or brands are called “flankers.” They are not strong enough to take on those top two brands, so they carve out their own position in the marketplace. Example: Seven-up – The Un-Cola.  But in today’s world of digital disruption, some small, start-up brands have been able to carve out quite a niche for themselves by looking at the same old paradigm and thinking something different.  Whether they find a better way of distribution, cut out the middleman, or find a more defined niche, they are able to turn Trout & Ries on their heads.  Example: Dollar Shave Club.   When this happens, we’re seeing the top brands go on the defensive instead of being defenders! About Matthew's guest: Susan K. Jones, Tenured, full professor of marketing at Ferris State University and the principal of Susan K. Jones & Associates Lead Instructor, IMC 616 - Direct and Digital Marketing 2011 Alexia Vanides Teaching Award RecipientAward-winning professor, author, and consultant with expertise in direct and digital marketing. Jones teaches direct marketing, digital marketing, advertising, social media, content marketing, and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and digital marketing, as well as marketing planning, product development and copywriting. Jones began teaching online in early 1998 and has attracted students to her online classes at Ferris State from throughout the United States, as well as South and Central America, Australia, Canada, Mexico, and Europe. Jones has authored or co-authored more than 30 books, including “Creative Strategy in Direct and Interactive Marketing,” “Business-to-Business Internet Marketing” and “The IMC Handbook: Readings and Cases in Integrated Marketing Communications.” She has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner. Jones enjoys an active volunteer career. She is the founding president and current treasurer of the Northwestern Club of West Michigan. She was a member of the West Michigan Alumni Admissions Council for Northwestern for 20 years, and she is a past board member of the Northwestern Alumni Association. In 2002, she was elected to Northwestern University’s The Council of One Hundred, an elite group of 100 alumnae who mentor women students and young alumnae of the university. In 2004, she was elected a member of The Council of One Hundred’s executive committee, a position in which she served until 2007. She is a member of the board of Mercantile Bank of West Michigan, the three-year president and long-time board member of the Arts Council of Greater Grand Rapids, a past-president and active sustainer of the Junior League of Grand Rapids, and a graduate of Leadership Grand Rapids. Educated at Northwestern University, Jones holds a Bachelor of Science in advertising and a Master of Science in advertising.   ___________________________________________ WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.     

Alışılagelmiş pazarlama rutinine göre S.E.S. gruplarına göre hedef kitleyi ayırarak pazarlama stratejileri geliştirme devri sona erdi! S.E.S. grupları yani A, B, C, D, E gruplarında bulunan insanları alım gücüne göre, alışkanlıklarına göre ayırabildiğimiz keskin çizgiler hem dünyanın gelişimi hem de pazarlama çalışmalarının çeşitliliği ve ikna gücünün artmasıyla değişmeye başladı. Dijitalin de dünyamıza dahil olmasıyla birlikte insanları çok daha farklı ve etkili yöntemlerle hedefleyebiliyoruz. Yeni pazarlama düzeninde artık insanların dijital ayak izlerini takip edebiliyor, insanlara ihtiyaçlarını söyleyebiliyor, hatta satın alacaklarını onlardan önce bilebiliyoruz. Gelişen segmentasyon ve kişi bazlı hedefleme teknolojileri ile yeri geldiğinde 100-200 kişilik gruplara dahi özel çalışmalar yapılabiliyor. Burada asıl önemli nokta sınırlı pazarlama kaynaklarını daha yüksek başarı oranını yakalayacak şekilde doğru yönlendirmek. Bunu sağlayabilmek için yeni pazarlama düzeninde mümkün olduğunca daha fazla kantitatif veri elde ederek hedef kitlemizi yüzlerce hatta binlerce farklı segmente ayırabiliyoruz. Tecrübelerinizi yorumlar kısmında paylaşın. Kaynakça: ▶ Positioning: The Battle for Your Mind - Al Ries, Jack Trout - McGraw-Hill Education ▶ Big Data : Using SMART Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance - Bernard Marr - John Wiley & Sons Inc ▶ Hacking Marketing - Scott Brinker - John Wiley & Sons Inc Growth Talks Playlist: http://bit.ly/growth-talks-playlist

I’m pumped to share this episode with you all. Here, I’m chatting with a startup executive April Dunford about startup positioning, product market fit and creating a market category. Here are some of the things you will know about: How April got into marketing Product/service positioning and why it’s so hard for businesses to get right April’s book recommendations Before you go, please leave a ⭐⭐⭐⭐⭐⭐ review and share the podcast with your friends! Be sure to check out more insights on my Instagram @sergeyross.live and follow my Facebook page @sergeyrosslive. Follow April and her work:Website LinkedIn TwitterGrab a set of awesome books April recommends:Positioning: The Battle for Your Mind AmazonCrossing the Chasm AmazonThe Four Steps to the Epiphany Amazon

Jon Ferrara is a successful serial entrepreneur, he's top 10 Social Service Salesperson according to Forbes and renown CRM pioneer with a knock for building authentic relationships with customers. Given his shared passion for creating genuine connections and making a positive impact on the lives of others, I believe he would be a very interesting guest for this podcast. And so, he's going to dive in and share with us some of the journeys that he's taken. He's going to share with us some of his core values building products that help others achieve their passion, plan, and purpose and we're going to identify what are those success indicators. Jon shared that he thinks our purpose on this planet is to help others grow and we do that by giving a little of value to one another. And through this conversation he hopes that we're able to add value to your audience and the people who listen.  Questions   Tell us a little bit about yourself and your journey Could you share with us three things that you think help to really build a strong relationship? With things being so technologies, do you still believe that the human experience is still necessary? How do you stay motivated everyday? What is one online resource, tool, website or app that you absolutely cannot live without in your business? What are some of the books that have had the biggest impact on you in that journey of growth for yourself? What is the one thing in your life right now that you are really excited about – either something that you’re working on to develop yourself or people? Where can our listeners find you online? What’s one quote or saying that during times of adversity or challenge you revert to this quote to kind of helps you refocus and push forward? Highlights Jon stated that these are all great questions and it really starts with him in some respect his childhood. He grew up with his first computer when he was 16 years old in 1976 and through his journey of understanding technology and his passion for people and relationships, he found himself struggling in his first job in sales, trying to build connections and conversations that drive results and there was no contact management, there was no outlook, there was no CRM, there was no salesforce. In fact, there was no tool that integrated email contact and calendar with sales and more coordination. So, at 29 years old in 1989 he quit his job and he started a company called GoldMine and GoldMine was the first programme that integrated email connected calendar and team relationship platform, they were outlook and salesforce before either existed. He started the company on USD $5,000.00 in his apartment in Los Angeles and grew to about USD $100 Million Dollars in revenue. They're at about 10 million customers worldwide and he sold that when he was 40 years old and retired for 10 years and raised three babies and in that journey, in that experience of entrepreneurship but more importantly as a present father and husband, he came to really understand and value the gift he got of being able to be a present father and husband and how it helped him grow because he thinks if you're present with the people around you, they will reflect your weak points back at you and if you're willing to work on those in life you can grow as a human being. And he thinks that's what we're on this planet to do, is to grow our souls by helping other people grow theirs and the process of social media evolving in 2006, 2007, 2008, he started to use it and he saw it was going to change the way we work, buy and sell and he started looking for a relationship manager that integrated social and he couldn't find it. And then he started looking at CRM systems and he saw they really weren't about social media, they were really about or even relationships, they were really about reporting and commanding control and so he set out to build a new platform, a relationship manager that incorporated contact management and CRM and social sales and marketing and it would be different in the way it would be different is that you don't work for it, it works for you by building itself in the data you already have in your business and everybody has contacts and email and calendar as well as contacts and all kinds of business apps like customer service accounting, social media, sales and marketing. And it would derive the contacts by unifying them all together from all the disparate places from the separate departments so that the company would have a unified relationship manager so that no matter who picks up the phone they know who they're talking to, what's happened, who's done it, what's going to happen, who's going to do it, who is this person, what is your business about, so they could provide the optimal experience and most importantly to follow up and follow through and that that contact would be available to them in all the places that they work so that no matter who touches, no matter what you touch in a company in sales, in marketing and customer service, in accounting that everybody's on one page with that customer and in that you can provide the optimal experience. And so, we called it Nimble and so he seems to be back in the saddle in the relationship management game. Yanique stated, so you're basically able to have everything all under one roof allowing people to pull information from different sites and being able to connect and also it helps with the sales process. Jon agreed because he really believes that service is the new sales, that your job as a salesperson is to help other people grow and to do that you need to develop intimacy and trust with that person and so you need to build a connection, a relationship before you can ever get them to open up to you about their business issues which as a professional you can then solve. It's always easier to build a connection with somebody when you share some commonalities. So, you don't typically start a phone call with, “Did you sign the contract?”You start it by, “Good morning” “Good afternoon” “Good evening”how about, “How's the weather in Kingston today?”or some areas of commonality, if he was going to talk to you, he'd talk about some common experiences and he'd share that he saw Bob Marley play when he was 18 years old at UCLA Pauley Pavilion and it was the most wonderful experience he had ever had because he grew up listening to his music and he was inspired by his marching to a different drummer and teaching people to seek out truth in life and freedom and the struggles that people were going through around the world not just African-Americans and that it all unites us, this struggle and this desire for peace and freedom and we would connect on some area of commonality and then we'd dive into learning more about each other, finding ways to add value in business is secondary to all that. So business is just something that we do but friendships last a lifetime and they will get you through any business hiccup and in all businesses hiccups happen but if there's a relationship, there's a tendency for more empathy and more forgiveness and more gratitude in the connections and the interactions and that's really the philosophy behind Nimble, is that relationships are critical to your life’s success and that your network and your brand are so important to that success yet most of us don't really manage our golden Rolodex and Nimble is a tool not just for businesses but for every individual because every individual's life success will be through the connections and conversations, relationships that they develop too.   Jon shared that he thinks that a company's brand is built on the promises that it makes and the experiences that it delivers. And if you can align those two, you could build a goldmine and a lot of that experience is delivered to your customer facing team members and so you need to empower each of them to deliver optimal experience at the point of connection and conversation whenever they're interacting with the constituency and he says constituency because he thinks that most companies think about prospects and customers and they think about sales and marketing people but ultimately, there is a team of people at your company that's interacting with the constituency around your business and you need to unify all of these people into a team and to empower them to make decisions in favor of the customer. How many times have you gone into a business where we the people just say no that's just the way we do it, we can’t do it. So, he’s going to share an example of that. He was trying to send a gift to somebody who did something wonderful for him, it was a Microsoft team member, they did an interview with a Forbes writer and they talked about how Nimble has evolved into the simple CRM for Office 365 where Microsoft has actually recently Nimble with office globally through all their distributors and resellers and she gave this wonderful interview, she didn't have to do it, she's a very busy person and he wanted to do something special for her. So, he looked all over the Seattle area for a particular bottle of champagne, it's the champagne that he took to dinner when he proposed to his wife 30 years ago. And it's a special bottle to him and he only had it twice when he proposed to his wife and when they celebrated their anniversary 30 years later and so he found a store that had it and he spoke to the store manager he said, “Yes, I have it. I can send it, but you need to call our customer service phone number.”So, he called them, and they said, “Well, you could just go to the app and order it.”So, he went to the app and the app said it wasn't available, it wasn't in. So, he called back to customer service and they said, “Well, our systems don't allow us to sell when there's one bottle. We can only sell if there's more than one. The last one we can't sell online.”He spent four hours that day trying to get somebody to override the system and make a decision in his favor to actually ship the bottle. And they finally got somebody to do that after five hours with them and then when they went to send it, they couldn't deliver it, they could only FedEx it and then FedEx the next day wasn't able to deliver it because the door that FedEx went to was a secure door, they couldn't get through. And the whole process was so painful. And that's an example of a customer cutting their hand on the journey through your company and he thinks that to every customer that your business engages with the person they're talking to is the company, they need to empower team members to make decisions in favor of the customer and he thinks the Apple Store is an example of that. At Apple, he has rarely left the store unhappy, they typically take care of whatever he needs and they're empowered to make those decisions and so, from his experience in building two global technology brands, he thinks that you have to instill a desire of care, of empathy, of the team members to the constituency and he’s say that because it’s not just prospects and customers those influencers and resellers and other people at touch are involved the customer but they need to really care about the customer, the product, and the company and to be able to make decisions in the time that they're engaging with that person that leaves that person not only delighted so they come back and buy again but so that they drag their friends with them. Yanique stated, I have so many experiences myself as you describe, it's such a painful part of the journey that when you're finished you don't even want to have to call the company back again because when you think about the headache that they put you through it just deters you completely. So, as a business as you mentioned in your experience that it's important to map and to empower the employees. Empowerment is a very, very, big word and it can be a simple act if people know exactly what being empowered means. So, as a leader let's say you went to this wonderful leadership workshop and they brought in Jon and Jon spoke about empowerment and so these leaders go back to their organizations now and they're like, “Okay, I'm going to empower my team members.” What are some of the steps that empowerment entails because it's not just about going back and saying you're empowered there's more to it. Jon agreed and stated that some of it is empowering them to make decisions even when there's a policy in place that is set. So, he doesn’t think any process should be so rigid that the customer is left unhappy or unsatisfied in some way.Jon thinks that the customer may not always be right but they're always the customer, so, if you have to let a customer know that you can't do a particular thing, let them be wrong with dignity and respect. In other words, part of it is the way you communicate and the attitude that you have, and you felt it before, you could feel him on the phone right now and you feel that customer service person when they're communicating with you, that's why they put mirrors in front of customer service cubicles because people can feel your smile, people can feel your heart and soul. There's an energy that interacts between human beings and he thinks that you need to start by hiring people that have a positive energy, good human being, that are good cultural fit and you need to treat them good because if you don't treat the team members good, they're not going to be able to treat the customers constituency good. So, it starts with hiring great people and then building an amazing culture and then making sure that they're empowered to make decisions that leave the customer satisfied and that might even mean them recommending a competitor's product, it might mean making a slight change in a policy to facilitate a customer in that moment, it might mean taking the feedback from where customers are constantly cutting their fingers on their customer journey with you and making recommendations to change it. So, that connected to your customers journey that they're collecting feedback just like his journey with this liquor store that has a policy that says, “We don't sell the last bottle.”Why is that the policy, that doesn't need to be the policy, that policy could change, it changed by human being making the change and actually selling him the bottle but it could change further by changing the system itself. And so, he thinks it really starts with the people, but he also thinks that our world is getting so automated, it's getting so digitized and he thinks that the more digital we get, the more human we need to be, and it really takes a human touch to create that experienceand he’s going to share a human touch story. Jon asked Yanique if she has ever shopped at Nordstrom and if she likes shopping there? Yanique replied, it's not something that stands out like when I shop with Apple for example. It just seems like another department store they haven't done anything that really wows me. But yes, I've shopped in there before. Jon mentioned that one of the things that Nordstrom's does when you buy is, they wrap up your package in the bag and they walk around the counter and they hand you the package, what they're doing, and everybody's caught this. What they're doing is they're entering your space and creating a momentary connection and he thinks in this over connected, over communicated world a simple human connection can work magic and it's a simple gesture but it creates a more human experience as opposed to go to Macy's or someplace else May company but they basically literally fill the bag over the counter at you and that's a completely different experience than shopping at Nordstrom and it's the little things that add up to the ultimate experience. Jon thinks that companies that could instill more humanity in the interactions will stand out and he thinks that there's a lot of companies that do stand out in that experience, certainly Apple Store is one of them but even on a digital basis he thinks that there are companies that have created an experience that really wows him and he thinks Netflix is an example of that. They kind of revolutionized the way we get DVDs and it started with mailing them to you in the way that they did but he thinks their software creates an experience, it just makes it easy to find shows you like and to watch them easily and to catch up where you left off almost to the point where he thinks it's too easy to binge watch shows. Yanique agreed, they do make it easy and I love the fact that you say we should keep the human side of things because we actually did an interview last week with another guest for the podcast and that's one of the questions I had actually asked her which you tapped into before I even got an opportunity to ask is, with things being so technologized do you still believe that the human experience is still necessary and I mean from my perspective for example, let's take for example the IVR system when you call a company, press one for this and two for that and three for this. And I think at the end of the day when somebody calls whether they're making a request or they're making a complaint they really want to speak to a live human being when the phone rings one time without pressing three, four, five, six, seven and then being disconnected and have to do it all over again.   Jon agreed and stated, how about when they ask you to enter in your account number and you get to somebody and they ask you for your account number. It's little things like that. There's a lady named Maya Angelo who said, “People will forget what you did but people will never forget how you made them feel.”and he really believes that, another friend of his Shep Hyken. He said, “The greatest technology in the world hasn't replaced the ultimate relationship building tool between a customer and a business, the human touch.”And so, he thinks that customer experience is the differentiator, it is the thing that will set you apart from your competitors and he thinks that the more businesses look at the entire journey that customers have with their business and to find that the more they'll grow, and the experience doesn't just happen when they're buying. He’ll tell you a journey out of him buying a TV set recently. So, he had a TV set that died, it was a Sony TV and it was the second Sony product that died, he had a receiver that died six months before. And so that was the trigger that started his journey and so he went and did a selection set of what he might consider and he didn't do that like going to the websites of the TV companies or even the stores, he started to look online and he read reviews of people that are like him or people that are trusted reviewers or advisers, people that review these things, third party people. He built a selection set and only then to actually go into a store because a TV set needs to be seen and then while looking at the TVs, he saw that Sony actually had the best picture, the best features, the best price and he ended up buying it even though he set out not to do that but after that buying, there was a post purchase experience where he kept looking at reviews because he want to make sure he had the made the right decision and he kept looking and he was using the TV and making sure it was the right thing. Jon then asked, “Have you ever done that after you bought something you continue to read reviews?” So that's the post purchase experience and it wasn't until you get to the point where you have decided that this is something that you really like that you essentially become an advocate and a whole lot of this that he’s talking about is documented in something called, “The McKinsey Customer Journey” and it's a PDF that you can put in this show notes that you can share with your audience. But there is a beautiful diagram that talks about the trigger, the initial consideration set, the active evaluation, the moment of purchase, the post purchase experience and then the loyalty loop. So now he’s in the loyalty loop where he now only tell other people how much he dig the Sony team but he bought two more and he has them in his house and that's what you want to do with your customers is to become a trusted advisor to that entire journey not just in the purchase experience, not just in the post purchase experience but to be involved in the loyalty loop by becoming a trusted advisor to inspire and educate them about how they might become better, smarter and faster because he thinks people don't buy great products, they buy better versions of themselves and that's what you want to be able to do is to communicate your brand story about how you put your customer at the center of that hero story and you can then not only get them to come back and buy from you but to drag their friends with them in the loyalty loop.   Jon shared that when he was 41 years old, a year after he sold GoldMine and he has been so blessed and successful in selling this large business and his second baby was born the day he sold the business and his life was blessed and he found that he had a head tumor and it was pretty serious, he had to do some very severe treatments and lost a lot of weight. He thinks you don't really value how great it is to be healthy until you're notand it caused him in the process of getting healed to really go on a spiritual journey and in the process of that he really developed a sense of gratitude and empathy towards others that he hadn't had as deeply in the past. And also, a sense of purpose of his life and that purpose is as he shared before that we're on this planet to grow our souls by helping other people theirs, that's it. And so, he does his best on a daily basis to be as present as he can with the people and places around him, to be mindful as much as he can and to try to give something of himself to anyone he’s interacting with even if it's just a smile because the person in front of you deserves your attention even if you're in the grocery line put your phone down and connect with that person for a moment, they're serving you and you need to connect with them. So, whenever he’s interacting with people especially customer service people even salespeople, he tries to connect with them and to just have a moment because we’re all human beings and we're all just doing our best, and so the thing that motivates him every day is that it's another day that he might connect with another human being, to learn enough about them that he might blow a little wind in their sales and when two humans connect there’s an energy that connects and he loves that energy, he loves that connection and he must share another story with you. So, the doctor that saved his life, his ear nose, and throat doctor, the one that found his tumor. He happens to be the ENT to the biggest stars, so he was Whitney's doctor Frank Sinatra’s doctor, Bono's and he also tweets ordinary people like him. He was walking out of his cubicle, the doctors shoving all those little rooms and he bump into this little man and he looked down and said, “Dang, you're Mick Jagger.”He didn't say that to Mick Jagger, but he thought it. And at the same time, he thought, “Gosh, your short and old.” And at the same time, he thought to himself, “Why does this guy get on an airplane 50 times, 100 times a year and go and do a show. He certainly doesn't need the money?.”He does it because he loves to dance with these other human beings, that he loves to give in what he gets is an energy. He gets empowered, he feeds on this. And so, Jon feeds on growing other human beings through the connections with them and he thinks that's all we leave this planet with is the moment we've been truly present with others and places around us and the ripples in the pond that we create through some type of connection and value-adding, so that's what gets him every day. Yanique stated, I mean it's just like music to my ears. I mean, it's so good to talk to someone who they're deeply connected with connecting with another human being because the reality is many of us go through our days in our businesses, in our personal lives and we are not present like fully present. I mean physically, our body is there but is our mind there, are we fully concentrating on the individual that is standing in front of us whether it's our child or significant other. And I'm guilty of it sometimes, I'm not going to lie, I'm going to stay here and tell you the truth. So, it's good to hear that you're really dedicated to being present, that's a reminder that you tell yourself every day because that's how you get up and push forward. Jon agreed and told Yanique that it's not her fault, our minds are like little puppies and you know how if you try to teach a puppy to sit and what does a puppy do, you tell to sit on the paper, stay and it goes and runs away, it would skip away and you have to like your mind and your thoughts because you're always thinking about the past or worried about the future instead of being present and that's your little puppy, your mind and it throw these thoughts at you. And so, you can get angry with yourself and say, “Well gosh, why wasn't I present with Yanique, I could have had a better experience. I was thinking about my mortgage or my wife,”whatever it is, you just with kindness say okay, come on back, just come on back and eventually if you learn to put a seat in the room in your mind to observe the thoughts that you have, focus on your breathing and learn to enable those thoughts to go by without getting caught on them because typically thoughts come and you get caught and you get strung away on this thought about the past or the present, if you could just learn how to do that on a daily basis and there is process to do that to meditation, you can learn to be more present and he actually recommend an app called Headspace that does that so you can load that on your phone and it’s free for the first lessons, practice with that, it has this thing where you do 3 minutes a day and he recently got back from a retreat in a place called Big Sur.If you ever come to California, you have to check out Big Sur it’s the coast of northern California and there's a retreat there called Esalen and it's where the native Americans, the Indians used to gathered for this hot spring and it's been there for 10,000 years and you go and he went to this mindfulness meditation retreat for 3 days and it gave him enough tools to get started with this, it's always been something he has been interested in, but he hasn’t made it a daily practice of meditation and mindfulness. So, he’s starting the new year with this to try to make that a daily practice and so he wanted to share that with you and maybe you might find that interesting and practice it yourself. Yanique then stated, I have heard of the concept of mindfulness, there are people here in Jamaica that I communicate with who actually practice it, but I've never actually engaged in it myself but I'm definitely going to check out Big Sur. I've been to LA once, I used to be a Flight Attendant with Air Jamaica, which was our national airline before I started my company. And I spent a Christmas and New Years in LA and unfortunately because we were laying over for such a short period of time, I didn't really get to enjoy the city that much, but I would definitely return for sure. Jon shared that if you are interested in exploring mindfulness, that app Headspace is a really easy way to try it out and he highly recommend that you load that on your phone in and give it a whirl.   When asked about the one online tool that he uses every day, Jon stated that he thinks we all live where we're communicating with other people and that's your inbox but for him, he loves to inspire and educate other people on a daily basis because he thinks that's our purpose in life is to add value to other people's journey. So, he curate content on a daily basis that is in and around the areas of his passion, plan and purpose in life, not just his business stuff, but his personal as well because he thinks that people connect to your heart and soul as much as they connect to your business passions. And then he shares that content on a daily basis. Think of it as dropping fishing lures into the social river around your business to begin connections and conversations that ideally results in relationships. And so, the tool that he uses to queue up content is a tool called Buffer Buffer app enables him to take whatever he’s reading and to share it across his personal and professional identities and he thinks that the biggest struggle that most business people have, whether they're individuals or a business itself, is to be seen because if you aren't seen, then people won’t think of you. And there was an actress who happened to be an entrepreneur, her name was Mae West. She said, “Out of sight is out of mind and out of mine is out of money and honey.” So, you need to be seen to be considered and how many times have you walked by a business and looked in the door and somebody sitting there behind the counter and God forbid on their phone and there's nobody in the shop, you've ever seen that? It breaks his heart because he knows how much it costs to open a store and to pay the rent. What about people? He thinks that your network is your net worth, you branding your network will help you achieve your dreams, yet most people don't really manage the brand in the network effectively.And what he’s talking about is sharing content on a daily basis will help you to build your brand and your network personally or professionally or for your company and so I use buffer to do that but the most important advice he has in regards to content is engagement because imagine if you're dropping fishing lures, which is content, to connections, conversations in the river and somebody bites on it if you don't pull the hook, if you don't wheel it in, then it's just pointless because you're not fully finishing the process and so you need to respond to people responding to you and start conversations and the conversations shouldn't be about your products and services, it should be about how you might add value to that person and if you enter into every connection and conversation with the attempt to serve that other human being, then you can't but help succeed in life because another great that he loves, Zig Ziglar said, “The more people you help achieve their dreams, the more you will achieve your dreams.”He tries to give his knowledge away on a daily basis, so people see him as a trusted advisor, so when they need his products or services, they pick up the phone and call him and drag their friends with them.   Jon shared that there's one book he read early on which was a book called Siddhartha: A Novel and it's the book of Buddha's journey. It had an impact on him in regard to seeking your own truth. Another one was a book by Thoreau Walden, and it taught him to march to his own drummer and he thinks that if he hadn't marched to his own drummer as a young man that he probably wouldn't have retired at 40 years old. But then beyond that, there's a book called Think and Grow Rich: or Men and Women who Resent Poverty by Napoleon Hill that taught him to figure out what his passion, plan and purpose in life, which is what is your passion? Are you building a plan to achieve it? Are you making it your purpose on a daily basis? And that's what enabled him to build Goldmine. Another book is Positioning: The Battle for Your Mind by Al Ries because ultimately a perception is reality and you need to be able to build a brand and create the perceptions in people's heads, so people see you and your company and your business and then How to Win Friends & Influence People by Dale Carnegie, because ultimately relationships are key to life.   Jon shared with us his journey on mindfulness and meditation, it really helps him to focus. The other thing is his relationship with Microsoft, which is really incredible and if you think about it, Microsoft is a huge company with billions of customers and hundreds of thousands of resellers and to have evolved their platform as the simple CRM for office where Microsoft signed a resell agreement and is selling Nimble globally through their distributors and resellers to the customers as a bundle with office, and how they become strategic to not only help sell office and make it sticky, but also as a gateway to Azureand dynamics was quite a feat that took their team years to build the relationships. And interestingly enough, it parallels the journey of Goldmine, so Goldmine started, they were able to start that without any venture capital or any bank loans because they figured out who is the trusted advisor for their customer and back in the day it was the Novell reseller. Now you may not remember Novell, Novell was the network operating system that businesses use to tie together their PCs and hard drives and printers and to share a network business applications. There was no Microsoft network operating system or even windows back in the day. So, businesses used Novell and we were a network application to ride on top of that when they got the Novell resellers to use Goldmine and then start reselling it, but then Microsoft came out with anti-servers, sequel server, an exchange server and they hate Novell and we basically partnered with Microsoft by requiring a GoldMine license, a license of anti-server, sequel server, exchange server, and thereby becoming strategic to Microsoft as well as solving our customers' needs of a more scalable business solution and that's how they got to USD $100,000,000.00 in. Interestingly enough, history is repeating itself because they started with Gmail, Gsuite which was the Novella, but if you have PCs and you want to tie them together in the cloud. You started with Gmail and Gsuite, office wasn't there, office 365, but Microsoft came out with office 365 and when they saw the writing on the wall, they built integrations with that and have basically replicated becoming strategic with Microsoft's Office 365 with Nimble the way that Goldmine became strategic with anti-server and sequel server and he thinks that if you understand history, you could understand the present and more easily predict the future. And he thinks it's because of his experience in the past that he was able to see the writing on the wall and to be able to leverage Microsoft in this new era. Yanique stated, we just crossed over ourselves. We hosted with GoDaddy and they now sell their products with office 365 integration and it was actually a very easy migration and I actually prefer the interface, I was a bit hesitant when they said, office 365 because I'm a Mac user but it works brilliantly with my iPhone and it syncs across all devices. And if I send an email from my phone, I'll see the same sent message from my MacBook Pro or the same sent message from my iPad. So, I don't have any issues with it, I'm actually quite pleased, it's operating better than the platform that GoDaddy had before this integration with Office 365. Jon stated that before GoDaddy sold IMAP email and before IMAP was pop, these are protocols and most of your listeners today have as their email server, pop or imap, or Gmail or Gsuite or iCloud and maybe a combination of all those things, but ultimately you need a cloud based solution that unifies emailed contacting calendar into a thing that can synchronize across phones, iPads and computers and desktops and both Gsuite and office do that. But he thinks Microsoft has the edge because we all grew up with MS Excel and MS Word and we used to that and so it's easy to sort of pick office because it comes with those things and works well with those things. But there's even better reasons for the office in the future, if we think about traditional businesses, they have servers in closets and those servers, have to be updated with the software and firewalls to protect them and he thinks that there isn't a business today that isn't, hasn't been hacked or won't be hacked if they continue to try to manage all their own IT and that most businesses are going to the cloud. It started with moving their exchange and outlook to the cloud with office, but soon all the other servers well in Azure is a great place for your business systems in the future and that's why they're just so excited to partner with them and in fact GoDaddy is a Nimble customer, they use it for their influencer, marketing, outreach and engagement and they're actually talking to them about bundling Nimble with their office solution sales, when they sell you a domain, they sell you office, the next thing they'll sell you on top of that will be Nimble. Yanique shared, I love GoDaddy, their customer service is amazing, totally amazing and one of the things I love about them from day one, when I started this company was when you call them, you can actually get a live person. I remember a couple of years ago I had redone my website and the web developer, even though I recommended that he use GoDaddy, you chose to use a different company, I think it was Blue Host or something, but I had an issue with the website and when I tried to call Blue Host, apparently they don't have a telephone number, so you have to go into a live chat and one of the most frustrating things that you could ever do to me is send me to a chat room for me to explain to you in words what I could have done if I was talking to you in a voice call. I find it way more stressful to sit down and type out my issue than if I could just explain it to you verbally and I think I spoke with them maybe twice and I just closed the account and I moved everything over to GoDaddy. I don't know why he didn't take my recommendation in the first place, but it was extremely frustrating, that's another issue I have with Magic Jack to this day. I don't understand if they're a telecommunication company and they provide services for people to call people all over the world, why don't they have an actual phone number when you're having an issue with your Magic Jack? Jon stated that that brings us full circle to customer journey and experience that we need the human touch because it's just so much more effective and personal.   Jon shared listeners can find him at – Twitter – @Jon_Ferrara Website –www.nimble.com Code: Jon40 for 40% to sign up for Nimble   Jon shared a quote, “This too shall pass.”He really believes that life is like a Beethoven symphony, that there are high and there's low notes and that you can't really value the high notes without the low notes and that all of those notes will pass, so don't get too connected to the highs in your life because they won't last forever and don't be so worried about the lows in your life because they won’t last forever too. And he thinks you could learn more from struggles than you can from successes. And so, life is like a Beethoven symphony, don't let whatever is happening to you bother you too much. This too shall pass, you could learn so much from those moments in your life and he thinks that the biggest cause of pain or suffering is grasping onto highs or resisting or averting low's, and if you just accepted them both as part of your journey, that you will be more balanced and happier in your life.   Links   Nimble The McKinsey Customer Experience Headspace Buffer Siddhartha: A Novel by Hermann Hesse Think and Grow Rich: or Men and Woman who Resent Poverty by Napoleon Hill Positioning: The Battle for Your Mind by Al Ries How to Win Friends & Influence People by Dale Carnegie  

The concept of brand positioning was introduced to the marketing and advertising world in the 70s and 80s by Al Ries and Jack Trout in a series of Ad Age articles and a subsequent book titled Positioning: The Battle for Your Mind. (If you haven't read it, Positioning is definitely recommended reading for anyone in the branding world.) Today's episode features Laura Ries. Laura is Al Ries's daughter, and has been his business partner for 25 years at their consulting firm, Ries & Ries, where they advise clients such as Disney, Ford, Frito-Lay, Papa John's, Samsung, and Unilever. Laura is a bestselling author in her own right. She's co-authored five books with Al, including The 22 Immutable Laws of Branding, and she's also written her own books: Visual Hammer and Battlecry. We discuss both during the episode. Laura and I start with her definition of brand positioning (it's about "owning an idea in the mind"), and the introduction of an illustrative example we come back to again and again during the conversation: Red Bull. Laura says Red Bull "owns the energy drink category because it is the leader," while Monster Energy Drink positioned itself as the opposite of Red Bull by launching with a much larger can. 5-hour Energy, on the other hand, created their own, related category by positioning as an "energy shot." Throughout the course of the conversation, Laura presented her six principles of positioning: Find an open hole. "If somebody owns a position, you're not going to take it away from them. You have to look for another open hole that you can take advantage of...by being the opposite of the leader." Narrow the focus. "Too often, brands and companies, they want to be everything to everybody." The name is so important and significant. "Not just the brand name but the category name." Visual hammer. "Not just a pretty logo or a person-the product itself can be the visual [hammer]. It's something that communicates an idea about the brand." Verbal battlecry. "Not just a slogan, although it might be a slogan or tagline, but it's really the battlecry that'll be used both internally and externally to really understand the brand." PR, not advertising, is what builds brands. "New brands and new categories have more news value to them. That's where new brands need to leverage that opportunity for PR." To learn more about Laura, her books, and her consulting services, visit visit www.ries.com. You'll find some great content on her blog, and more information on their consulting practice. With the exception of an upcoming, revised edition of Positioning, all the books we mentioned on the episode are available online: Positioning: The Battle for Your Mind The 22 Immutable Laws of Branding Visual Hammer Battlecry Below, you'll find the full transcript of the episode (may contain typos and/or transcription errors). Click above to listen to the episode, and subscribe on Apple Podcasts or elsewhere to hear every episode of How Brands Are Built. Episode sponsors Squadhelp. To begin a business name contest with hundreds of business naming experts, check out their services to get a fresh perspective on your company. Rev.com. Rev offers fast, reliable, and accurate audio transcriptions. Right now, Rev is offering listeners $10 off their first order. Follow this link for your $10-off coupon.

TOMIWA ADEY, FOUNDER — START-UP BAKERY Tomiwa Adey is a young tech entrepreneur who has founded several start-ups, learning a lot from his successes and failures. He grew up in Nigeria where he often had to hustle just to feed himself which in hidsight now leads to some amazing stories to tell. He offers a humorous insight into the trials and tribulations of being a tech entrepreneur and how to develop a positive mindset in the face of any situation. SAM’S TAKE HOME TIPS Tip 1 — Do things crazy things that scare you Whether it’s doing crazy projects to get yourself noticed or taking leaps out of your comfort zone, always keep things a little insane. It will help lead to a more varied life that you can look back on with rich memories of contrasting moments. Basically, you’re life will be a series of events that stand-out rather than a blur of monotony. You’ll have more stories to tell the grandkids and it will force you to keep learning and improving in ways you can’t even imagine. Tip 2 — Do something you’re passionate about If you want people to recognise what you’re doing or help you will be much more successful if you can demonstrate clear passion for what you’re doing and show the fact you will go the extra mile you’re much more likely to open more doors for yourself and Tip 3 — The power of a network A great lesson for tech entrepreneurs out there. sitting indoors building your project and perfecting things is great but you’ll never be a success unless you go outside and talk to people. Growing a network you can leverage its just as an important skill as being able to code if you want to be a successful entrepreneur. Tommy teaching me how to use a computer Contact Us You can find out more about us and chat about anything you like Tommy: tomiwaadey.com (https://tomiwaadey.com/) Twitter (https://twitter.com/tomiwaAdey) LinkedIn (https://www.linkedin.com/in/tomiwaadey/) Sam: Instagram (https://www.instagram.com/samjamsnaps/) Quora (https://www.quora.com/profile/Sam-Harris-58) Twitter (https://twitter.com/samharristweets) LinkedIn (https://www.linkedin.com/in/sharris48/) TOMMY’S FAVOURITE BOOKS We didn’t even get onto books during the episode. But fortunately, Tommy already has a list of his favourite books with his own short summary of why you should read it. Get any of the books free on audible (https://www.amazon.co.uk/Audible-Free-Trial-Digital-Membership/dp/B00OPA2XFG?tag=samharris48%E2%80%9321) Traction — Gabriel Weinberg and Justin Mares (https://www.amazon.co.uk/gp/product/0241242533/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0241242533&linkId=5a26060ca4e773b9a028a32876de0bbf) The key message in this book: Even great products don’t sell themselves. A start-up stands or falls on the customer base it can build. This is why you need to think about traction early and often and build your company’s goals around achieving that traction. 4 Hour Work Week — Timothy Ferriss (https://www.amazon.co.uk/gp/product/0091929113/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0091929113&linkId=910d0edd2947034a1e72f070f230821d) Instead of living the 9–5 life of a desk slave, join the New Rich, create an automated income and enjoy a full life here and now. 22 immutable laws of Marketing — Al Ries & Jack Trout (https://www.amazon.co.uk/gp/product/1861976100/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=1861976100&linkId=baefa37c37f669c07eb6480e048f31e6) While having the cash to invest in marketing strategies is important, it’s far more essential to understand the rules by which companies play. Successful marketing deals in perceptions — not products — so follow the laws of marketing to help you craft a strategy that will win every time. Venture Deals — Brad Feld and Jason Medelson (https://www.amazon.co.uk/gp/product/0470929820/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0470929820&linkId=753ccf194fe2964bb541dcce432b9dff) If you want to secure funding for your start-up, then you’ll need to know what your options are and how to make the most of them. When it comes to raising venture capital, that means understanding the interests of investors and assembling the right team to support you at the negotiating table. Start With Why — Simon Sinek (https://www.amazon.co.uk/gp/product/0241958229/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0241958229&linkId=9c33cd5529e590375b4e85a452e0543b) Businesses, individuals and movements of all kinds should always start with WHY — their reason for doing something. This WHY should be the basis for every decision its leaders make and every message they transmit. By doing so, they will attract loyal supporters and garner long-term success. Think and Grow Rich — Napoleon Hill (https://www.amazon.co.uk/gp/product/1934451355/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=1934451355&linkId=f8f6188e452a8cacade171b5c2dc9fec) Wealth — in whatever form — is seldom the result of luck or coincidence. Far from that, it’s almost always the result of different traits and skills that anyone can learn and acquire. Mindset — Carol S. Dweck (https://www.amazon.co.uk/gp/product/147213995X/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=147213995X&linkId=c7c8acf5f04fb8c59b8049631c224b12) People with a fixed mindset obstruct their own development through their belief in innate talent and their fear of failure. On the contrary, people with a growth mindset work hard and train hard to ultimately realize their potential to the fullest. By confronting our own attitudes and ideas, we can develop a growth mindset. The Art of Learning — Josh Waitzkin (https://www.amazon.co.uk/gp/product/0743277465/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0743277465&linkId=eeb05f26b9ac227d202436a44fb4c14e) Anybody can achieve superior performance with the right mindset, perseverance, dedication and strategy. Using performance psychology methods, you can learn to manage your ability to focus and relax, switching between them as needed. Predictable Revenue — Aaron Ross and Marylou Tyler (https://www.amazon.co.uk/gp/product/0984380213/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0984380213&linkId=07cfc8d09011d48f581c6925d1475cfb) Today’s world requires a new approach to sales. Salespeople must truly understand lead generation, from the different types of leads to the most effective approaches for generating them. With a specialized team that ensures every step of a sale is performed to a high calibre, and an organization that is committed to best practices, you can expect powerful and reliable revenue. The Everything Store — Jeff Bezos (https://www.amazon.co.uk/gp/product/0552167835/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0552167835&linkId=e5ec4643dcc2e5e3057679ed2d2fc0b3) The main message of this book: Strong customer orientation, long-term thinking and the drive to evolve and improve are the qualities that make Amazon what it is. The company’s unequalled success can undoubtedly be traced back to the way of thinking promoted by its founder, Jeff Bezos. He stands out in particular for his willingness to take risks and try new things, as well as for his future-oriented thinking, which is also exemplified by his other projects, such as a private space program and a 10,000-year clock. Positioning: The Battle for your Mind — Al Ries & Jack Trout (https://www.amazon.co.uk/gp/product/0071373586/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=0071373586&linkId=8f26b64ae72131a1dd2047e61d815102) In order to successfully market a product, you have to have a good product name, avoid marketing traps and utilize your competitors. If you can’t be the first in the market, you must use your own positive qualities and specialities to find a niche for your product rather than being a “me-too” product. Jab, Jab, Jab, Right Hook — Gary Vaynerchuck (https://www.amazon.co.uk/gp/product/006227306X/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=006227306X&linkId=8e5704e12535f3c18ba11bcdd4b2e57c) As more and more of our lives take place online, it is essential for businesses to use social media campaigns. So figure out what platforms are best for your brand, and tailor your marketing to them. Remember there’s no “one size fits all” for social media marketing, and don’t be afraid of new platforms like Pinterest. Any business can find success when it gets social media right. The Little Prince — Antoine De Saint-Exupery (https://www.amazon.co.uk/gp/product/1405216344/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&tag=samharris48-21&camp=1634&creative=6738&linkCode=as2&creativeASIN=1405216344&linkId=95d4c2be8806bc1d9005fa7c5c6b5184) Tommy’s favourite piece of fiction of all time. An absolute classic you must read. Try a free Audible trial of any book here (https://www.amazon.co.uk/Audible-Free-Trial-Digital-Membership/dp/B00OPA2XFG?tag=samharris48%E2%80%9321) Subscribe! If you enjoyed the podcast please subscribe and rate it. And of course, share with your friends! Special Guest: Tomiwa Adey.

Tyler and Philip return to the most important (and difficult) concept for haunters and all businesses- Positioning. This one is very dense, but crucial to make sure that your marketing dollars are not completely wasted. Specific industry examples are discussed, along with theories from the book "Positioning: The Battle for Your Mind" by Ries & Trout. Among these are: understanding that positioning deals with the mind of the prospect, consumer reference points are reality, an oversimplified message is key to cutting through the noise, and choosing your ladder wisely.Reminder that 2016 applications to be included in the Haunted Attraction Network are only open for the next month: http://hauntedapplication.com/Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Tyler and Philip return to the most important (and difficult) concept for haunters and all businesses- Positioning. This one is very dense, but crucial to make sure that your marketing dollars are not completely wasted. Specific industry examples are discussed, along with theories from the book "Positioning: The Battle for Your Mind" by Ries & Trout. Among these are: understanding that positioning deals with the mind of the prospect, consumer reference points are reality, an oversimplified message is key to cutting through the noise, and choosing your ladder wisely. Reminder that 2016 applications to be included in the Haunted Attraction Network are only open for the next month: http://hauntedapplication.com/ Get on The Marketing Monday email list by texting MARKETINGMONDAY to 33444 or by visiting http://www.hauntedattractionspodcast.com/marketingmondays/

Get your Ruby Remote Conf tickets and check out the @rubyremoteconf Twitter feed for exciting updates about the conference.   02:09 - Philip Morgan Introduction Twitter Philip Morgan Consulting The Positioning Manual for Technical Firms by Philip Morgan 02:30 - Thinking About Positioning and Communicating What You Do Expensive Problem: The Benefits of Pigeonholing 27:08 - Finding Target Markets 35:25 - Acquiring New Skills to Support a New Position 39:00 - Refining Your Positioning Marketing, Publicity 56:07 - Positioning Exercise Picks Kurt Elster: Email Templates for Freelancers (Jonathan) Expensive Problem: Market Research Cold Email Template (Jonathan) Bryan Harris: How I Made $10,000 in 24-hours With My First Product (Case Study) (Reuven) Jewish guide to visiting China by Reuven Lerner (Reuven) Spark by Readdle (Eric) AmazonSmile (Chuck) Listen to other people’s views (Chuck) Positioning: The Battle for Your Mind by Al Ries (Philip) Rolls MS111 Mic Switch Latching or Momentary Microphone Mute Switch with Passes Phantom Power (Philip) The Consulting Pipeline Podcast (Philip)

Get your Ruby Remote Conf tickets and check out the @rubyremoteconf Twitter feed for exciting updates about the conference.   02:09 - Philip Morgan Introduction Twitter Philip Morgan Consulting The Positioning Manual for Technical Firms by Philip Morgan 02:30 - Thinking About Positioning and Communicating What You Do Expensive Problem: The Benefits of Pigeonholing 27:08 - Finding Target Markets 35:25 - Acquiring New Skills to Support a New Position 39:00 - Refining Your Positioning Marketing, Publicity 56:07 - Positioning Exercise Picks Kurt Elster: Email Templates for Freelancers (Jonathan) Expensive Problem: Market Research Cold Email Template (Jonathan) Bryan Harris: How I Made $10,000 in 24-hours With My First Product (Case Study) (Reuven) Jewish guide to visiting China by Reuven Lerner (Reuven) Spark by Readdle (Eric) AmazonSmile (Chuck) Listen to other people’s views (Chuck) Positioning: The Battle for Your Mind by Al Ries (Philip) Rolls MS111 Mic Switch Latching or Momentary Microphone Mute Switch with Passes Phantom Power (Philip) The Consulting Pipeline Podcast (Philip)

Doug Stewart and I interview Mark Kinsley about Kippo shorts, hybrid mattresses, Sleep Geek, marketing and getting things done without driving yourself crazy. Mark shares his inspiration for developing his new Kippo shorts. He discusses innovation versus improvements. Mark asked himself  the question “How can I make this experience better?” He suggests that this question should be asked everyday by our retail store owners, RSAs, and sales reps. How the term hybrid mattress helped shorten the selling cycle at retail. How Mark used the platform Kickstarter to launch his Kippo shorts. To see Kickstarter in action and see Mark's new shorts Just Click Here http://kipposhorts.com. He encourages us to find creative ideas to communicate quality and customer service to our retail consumers. Don't be afraid to copy great ideas. Borrow from other industries.  Mark mentions several dealers who are using Sleep Geek University to help train their new RSAs. One RSA doubled his income after implementing what he learned from Sleep Geek. Doug implores everyone in our industry new or veteran to go through Sleep Geek University. Just Click Here https://www.sleep-geek.com.  Mark recommends two books that business professionals must read. They are “The 22 Immutable Laws of Marketing” by Al Ries & Jack Trout and “Positioning: The Battle for Your Mind” by Al Ries & Jack Trout. Doug recommends the book “Made To Stick” by Chip & Dan Heath. 

Jack Trout is the founder of Trout and Partners Ltd, one of the worlds leading marketing consulting firms. Jack is regarded as one of marketing's foremost authors and thought leaders too. He is the author and co-author of many popular books including… Positioning: The Battle for Your Mind, Differentiate or Die: Survival in Our Era of Killer Competition, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, REPOSITIONING: Marketing in an Era of Competition, Change and Crisis, The Power Of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right, Jack Trout on Strategy, Marketing Warfare, In Search of the Obvious: The Antidote for Today's Marketing Mess, Big Brands Big Trouble: Lessons Learned the Hard Way, Bottom-up Marketing, A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius, Stop the Presses: The Crisis and Litigation PR Desk Reference, The New Positioning: The Latest on the World's #1 Business Strategy & Horse Sense: How to Pull Ahead on the Business Track In this interview I question Jack on marketing strategy concepts such as positioning and differentiation

Trying to get ahead and make things work better at work, but it’s not happening as fast as you’d like?  It helps if management is on board with your thinking. Or better yet, management turns to you as a trusted advisor to get things done. How can you make that happen? That’s what Bob Pike will […]

6 guests, including 5 best-selling authors in this special episode of Power to the Small Business. In five years you will be the same person you are today, except for the books that you read and the people you meet. In this special episode of Power to the Small Business, I present my small business marketing essential reading list, and will features five of the authors of books on that list. Guests on this episode: Jack Trout - Co-author of Positioning: The Battle for Your Mind T. Scott Gross - Author of Microbranding: Build a Powerful Personal Brand and Beat Your Competition Jackie Huba - Co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force Charline Li - Co-author of Groundswell: Winning in a World Transformed by Social Technologies Joe Sugarman - Co-author of Advertising Secrets of the Written Word Brad Shorr, standing in for David Ogilvy, discussing Ogilvy on Advertising Complete show notes, including links to all the books featured in this podcast can be found on the podcast website: The Essential Small Business Marketing Reading List

Most of us know that positioning is the foundation of marketing. But actually doing positioning? That’s a harder task. April Dunford joined us on the How We Solve podcast to discuss her 5-step process for helping brand position so customers are rushing to buy your product. April is the Founder of Ambient Strategy and author of Obviously Awesome. What we talked about: Problem: Positioning is foundational. But how do you actually do positioning? Market category Competitive alternatives Unique features Value that you can deliver to customers Which customers are you trying to sell to The 5 steps of positioning: Step 1: Make the right comparison Step 2: Ask, ‘How do those features add value for my customers?’ Step 3: Understand why your best customers care so much about those features Step 4: Find your market, & position your product within that context Step 5: Test Check out these resources we mentioned during the podcast: Positioning: The Battle for Your Mind — by Al Ries & Jack Trout The Four Steps to the Epiphany — by Steve Blank The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done — by Chris Spiek & Bob Moesta Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It — by April Dunford This interview is part of the How We Solve podcast. To hear more from industry experts who are solving everyday business problems, check us out on Apple Podcasts or on Spotify.