Podcasts about selling disruptive products

This week, Shawn Wilkie and Dr. Ivan Zak chat with Dr. Andrew Ciccolini from Serenity Vet, a new relief platform that uniquely combines a marketplace connecting veterinarians with employers and a business suite featuring financial planning tools for both. They discuss why relief work is growing, how Serenity Vet differentiates itself with features like the clinic profitability calculator and scheduling tools to prevent burnout, and AI-driven predictability for shift fulfillment.   Learn more about Serenity Vet. Dr. Andrew Ciccolini recommends “Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)” by Geoffrey A. Moore.

Nan Yu is the head of product at Linear, one of the most beloved and fastest-growing B2B SaaS products out there today, and the gold standard for high-performing tech teams. In our conversation, we discuss:• Why speed and quality aren't actually at odds• Linear's unique approach to product development• Nan's systematic approach to creativity• Linear's philosophy on deadlines• The “double triangle” framework for product management• Nan's approach to landing his dream product roles• Much more—Brought to you by:• Sinch—Build messaging, email, and calling into your product• Paragon—Ship every SaaS integration your customers want• Wix Studio—The web creation platform built for agencies—Find the transcript at: https://www.lennysnewsletter.com/p/linears-secret-to-building-beloved-b2b-products-nan-yu—Where to find Nan Yu:• X: https://x.com/thenanyu• LinkedIn: https://www.linkedin.com/in/thenanyu/—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 Nan Yu and Linear(04:54) Survey insights: Linear vs. Jira(07:51) The speed vs. quality myth(09:24) Building and iterating quickly(15:31) Avoiding bloat in enterprise software(23:57) Understanding user needs deeply(30:09) How to approach customer calls(34:10) Creating strong emotional hooks(40:31) Managing the product backlog(44:46) Systemizing creativity(48:16) Demo: Saving drafts in Linear(51:38) Breaking constraints and building at extremes(54:15) Adopting new tools(58:22) The “double triangle” framework for product management(01:04:23) Effective job-hunting strategies for PMs(01:09:15) Thoughts on deadlines(01:14:15) Lightning round—Referenced:• Jira: https://www.atlassian.com/software/jira• Linear: https://linear.app/• Patrick Collison's post on X: https://x.com/patrickc/status/1869422495985750459• Magnus Carlsen on X: https://x.com/magnuscarlsen• Hikaru Nakamura on X: https://x.com/gmhikaru• Geoffrey Moore on finding your beachhead, crossing the chasm, and dominating a market: https://www.lennysnewsletter.com/p/geoffrey-moore-on-finding-your-beachhead• Customer Request feature on Linear: https://linear.app/customer-requests• Everlane: https://www.everlane.com/• Schlep Blindness: https://paulgraham.com/schlep.html• Linear's triage tool: https://linear.app/docs/triage• Patrick Collison's post about mental models on X: https://x.com/patrickc/status/1443215022029619200• Brian Chesky's new playbook: https://www.lennysnewsletter.com/p/brian-cheskys-contrarian-approach• Unpacking Amazon's unique ways of working | Bill Carr (author of Working Backwards): https://www.lennysnewsletter.com/p/unpacking-amazons-unique-ways-of• Mode: https://mode.com/• The Diplomat on Netflix: https://www.netflix.com/title/81288983• Sakura Micron pens: https://www.amazon.com/SAKURA-PIGMA-MICRON-ESSENTIAL-COLORS/dp/B07VJFXT3C/—Recommended books:• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986• The Design of Everyday Things: https://www.amazon.com/Design-Everyday-Things-Revised-Expanded/dp/0465050654/—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

Eilon Reshef is the co-founder and chief product officer at Gong, one of the most ubiquitous B2B products in the world. In our conversation, we discuss:• Gong's unique approach to working with design partners• Their unique pod model• Why Eilon makes big decisions quickly• Lessons learned from being early in AI• The power of extreme focus• His “spiral method” for learning complex topics quickly• How to maintain quality while optimizing for speed—Brought to you by:• WorkOS—Modern identity platform for B2B SaaS, free up to 1 million MAUs• Think Fast Talk Smart—Tools and techniques to help you communicate more effectively• Vanta—Automate compliance. Simplify security—Find the transcript at: https://www.lennysnewsletter.com/p/inside-gong-eilon-reshef—Where to find Eilon Reshef:• LinkedIn: https://www.linkedin.com/in/eilonreshef—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) Eilon's background(04:20) The pod model(06:33) Working with design partners(09:13) Finding and coordinating design partners(13:12) Balancing customer feedback and vision(15:10) Gong's 95% feature adoption(17:05) The importance of autonomy and trust(23:30) How to implement this unique way of working(27:15) Speed and decision-making(31:47) Early AI adoption and lessons learned(35:50) Building effective AI teams(38:16) The spiral method for learning(41:36) Narrowing down the initial customer profile(44:24) Failure corner(46:35) Lightning round—Referenced:• Gong: https://www.gong.io• Cisco: https://www.cisco.com/• How Gong builds product: https://www.lennysnewsletter.com/p/how-gong-builds-product• What is Montessori education?: https://amshq.org/About-Montessori/What-Is-Montessori• Isaac Asimov: https://en.wikipedia.org/wiki/Isaac_Asimov• Amit Bendov on LinkedIn: https://www.linkedin.com/in/amitbendov/• Lessons from scaling Spotify: The science of product, taking risky bets, and how AI is already impacting the future of music | Gustav Söderström (Co-President, CPO, and CTO at Spotify): https://www.lennysnewsletter.com/p/lessons-from-scaling-spotify-the• Nvidia: https://www.nvidia.com• Figma: https://www.figma.com• The Spiral Method: https://www.gong.io/blog/using-the-spiral-method/• Webex: https://www.webex.com/• L'Oréal: https://www.lorealparisusa.com/• American Express: https://www.americanexpress.com/• Slow Horses on AppleTV+: https://tv.apple.com/us/show/slow-horses/umc.cmc.2szz3fdt71tl1ulnbp8utgq5o• Dishwasher basket: https://www.amazon.com/Munchkin-High-Capacity-Dishwasher-Basket/dp/B07ZPMYKKS/• What most people miss about marketing | Rory Sutherland (Vice Chairman of Ogilvy UK, author): https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing• Occam's razor: https://en.wikipedia.org/wiki/Occam%27s_razor• Hanlon's razor: https://en.wikipedia.org/wiki/Hanlon%27s_razor• Sabich: https://en.wikipedia.org/wiki/Sabich#Ingredients_and_description• Careers at Gong: https://www.gong.io/careers—Recommended books:• Marty Cagan's books: https://www.amazon.com/stores/Marty-Cagan/author/B00J21JTNM• “The Machine That Won the War”: https://www.goodreads.com/book/show/18402398-the-machine-that-won-the-war• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986• The Ideal Executive: https://www.amazon.com/Ideal-Executive-Ichak-Kalderon-Adizes/dp/0937120030/• Crucial Conversations: Tools for Talking when Stakes Are High: https://www.amazon.com/Crucial-Conversations-Tools-Talking-Stakes/dp/1260474186/—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

Dan Olsen is a product management trainer, consultant, author, and speaker who has worked with both small startups and large public companies. He began his career designing nuclear-powered submarines and later transitioned into product leadership roles at Intuit and several startups. As a product management trainer and consultant with Olsen Solutions, Dan helps CEOs and product leaders build high-performing product teams that drive growth and innovation. His impressive list of clients includes Google, Walmart, Amazon, Facebook, Box, Microsoft, Medallia, and One Medical Group. Dan is the author of the best-selling book, The Lean Product Playbook, and is a frequent speaker at business and tech events. Dan has a Bachelor of Science degree in Electrical Engineering from Northwestern, a Master of Business Administration degree from Stanford, and a Master's degree in Industrial Engineering from Virginia Tech.   Today, Dan and I discuss the best practices every software product manager should follow for optimal success. Dan shares his observations about the increase in product management roles, training new product managers, and the global tech expansion. We dissect remote work, whether it's preferable to employees returning to the office, and the trend of getting rid of leased office spaces in favor of it. Dan also describes his journey into product management and what he learned from designing nuclear submarines for the Navy.   “If you really want your software to be successful, you need product managers to be there.” - Dan Olsen   This week on Innovation Talks:   ●     How Dan transitioned from designing nuclear submarines to product management ●     The best practices that all product managers should follow ●     The bell curves of product management in different types of companies ●     Best practices with respect to product management ●     How to train new product managers ●     The core roles of design and development teams ●     Why product managers are more in demand than ever before   Resources Mentioned:   ●     Book: Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986) by Geoffrey Moore ●     Book: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services (https://www.amazon.com/What-Customers-Want-Outcome-Driven-Breakthrough/dp/0071408673) by Anthony Ulwick   Connect with Dan Olsen:   ●     Dan Olsen Website (https://dan-olsen.com/) ●     Dan Olsen Newsletter (https://dan-olsen.com/get-tips/) ●     Book: The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback (https://www.amazon.com/Lean-Product-Playbook-Innovate-Products/dp/1118960874/) ●     Dan Olsen on LinkedIn (https://www.linkedin.com/in/danolsen98/) ●     Dan Olsen on YouTube (http://www.youtube.com/c/danolsen/) ●     Dan Olsen on Twitter (https://twitter.com/danolsen)   This Podcast is brought to you by Sopheon   Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts.   Apple Podcasts (https://podcasts.apple.com/us/podcast/innovation-talks/id1555857396) | TuneIn (https://tunein.com/podcasts/Technology-Podcasts/Innovation-Talks-p1412337/) | GooglePlay (https://www.google.com/podcasts?feed=aHR0cHM6Ly9pbm5vdmF0aW9udGFsa3MubGlic3luLmNvbS9yc3M%3D) | Stitcher (https://www.stitcher.com/s?fid=614195) | Spotify (https://open.spotify.com/show/1dX5b8tWI29YbgeMwZF5Uh) | iHeart (https://www.iheart.com/podcast/263-innovation-talks-82985745/)   Be sure to connect with us on Facebook (https://www.facebook.com/SopheonCorp/) , Twitter (https://twitter.com/sopheon) , and LinkedIn (https://www.linkedin.com/company/sopheon/) , and share your favorite episodes on social media to help us reach more listeners, like you.   For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com (https://www.sopheon.com/) and click here (https://info.sopheon.com/subscribe) .

David DeSanto is the chief product officer of GitLab, which is the largest remote-only company in the world. They share many of their team meetings on YouTube, and they've grown from being an open-source code management product competing with GitHub to a multi-product platform that covers security, compliance, continuous integration, project management, and deployment tools, many of which are infused with AI magic. In our conversation, we discuss:• How GitLab operationalizes transparency• The philosophy behind recording and sharing team meetings on YouTube• Their extensive public employee handbook• GitLab's core value of having “short toes”• Challenges and advice for doing remote work well• Strategies for ensuring effective communication in a remote work environment• GitLab's breadth-over-depth strategy• The company's unique approach to AI• The value of using humor in high-stakes conversations—Brought to you by:• Orb—The flexible billing engine for modern pricing• Eppo—Run reliable, impactful experiments• Paragon—Ship every SaaS integration your customers want—Find the transcript at: https://www.lennysnewsletter.com/p/the-gitlab-way—Where to find David DeSanto:• X: https://twitter.com/david_desanto• LinkedIn: https://www.linkedin.com/in/ddesanto/• Threads: https://www.threads.net/@david.the.beard—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) David's background(04:20) Maintaining an epic beard(05:29) Why GitLab publicly shares team meetings(09:49) The GitLab Handbook(11:30) GitLab's issue tracker(14:29) How to successfully build a culture of transparency(18:11) Benefits of operating with transparency(19:55) The value of building in public(21:53) How GitLab implements their core value of kindness(25:16) What it means to have “short toes”(27:41) Other core values(32:16) Common reasons for not fitting in at GitLab(34:42) Advice for remote teams(42:04) Advice for getting into product(43:52) Advice for PMs who are struggling in a remote world(48:25) Specific tools that help with remote work(53:13) Time zones and remote work(57:18) Breadth-over-depth strategy(01:04:14) AI at GitLab(01:13:11) GitLab's products and solutions(01:14:54) Lightning round—Referenced:• GitLab: https://about.gitlab.com/• UX Showcase—David DeSanto introduction to UX team and AMA: https://www.youtube.com/watch?v=fEdsmnVKNj4• The GitLab Handbook: https://handbook.gitlab.com/• Sid Sijbrandij on LinkedIn: https://www.linkedin.com/in/sijbrandij/• Y Combinator: https://www.ycombinator.com/• GitLab issues: https://docs.gitlab.com/ee/user/project/issues/• Salesforce: https://www.salesforce.com/• GitLab values: https://handbook.gitlab.com/handbook/values• GitLab organizational structure: https://handbook.gitlab.com/handbook/company/structure• GitLab direction: https://about.gitlab.com/direction/• Dogfooding: A simple practice to help you build better products: https://medium.com/agileinsider/dogfooding-a-simple-practice-to-help-you-build-better-products-b5954af4d5f7• The ultimate guide to adding a PLG motion | Hila Qu (Reforge, GitLab): https://www.lennysnewsletter.com/p/the-ultimate-guide-to-adding-a-plg• Zigging vs. zagging: How HubSpot built a $30B company | Dharmesh Shah (co-founder/CTO): https://www.lennysnewsletter.com/p/lessons-from-30-years-of-building• HubSpot: https://www.hubspot.com/• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986• Geoffrey Moore on finding your beachhead, crossing the chasm, and dominating a market: https://www.lennyspodcast.com/geoffrey-moore-on-finding-your-beachhead-crossing-the-chasm-and-dominating-a-market/• Open-core model: https://en.wikipedia.org/wiki/Open-core_model• GitLab Duo: https://about.gitlab.com/gitlab-duo/• GitLab Docs: https://docs.gitlab.com/• Anthropic: https://www.anthropic.com/• GitLab Acquires UnReview to Expand Its DevOps Platform with Machine Learning Capabilities: https://about.gitlab.com/press/releases/2021-06-02-gitlab-acquires-unreview-machine-learning-capabilities/• Essentialism: The Disciplined Pursuit of Less: https://www.amazon.com/Essentialism-Disciplined-Pursuit-Greg-McKeown/dp/0804137382• The Mission Critical Core/Context Model for Product Managers: https://secretpmhandbook.com/the-mission-critical-corecontext-model-for-product-managers/• The Devil's Hour on AppleTV+: https://tv.apple.com/us/show/the-devils-hour/umc.cmc.3zw4tyzd4lvor5mwhujms63x3• Glass Onion: A Knives Out Mystery on Netflix: https://www.netflix.com/title/81458416• Taylor Swift's The Eras Tour on Prime Video: https://www.amazon.com/TAYLOR-SWIFT-ERAS-EXTENDED-VERSION/dp/B0CP99SN2B• The STAR method: https://capd.mit.edu/resources/the-star-method-for-behavioral-interviews/• Artifact News: https://artifact.news/• Superhuman: https://superhuman.com/• Arc browser: https://arc.net/• An inside look at how The Browser Company builds product: https://www.lennysnewsletter.com/p/competing-with-giants-an-inside-look—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

Learn how to navigate complex organizational changes, empower teams, and optimize outcomes through strategic planning, stakeholder involvement, and fostering a culture of adaptability and growth. Gain practical strategies for driving meaningful change in your organization! Join Dave Salciccioli, Chief Strategy Officer at Singing River Dental Partners, as he shares invaluable insights on change leadership in Dental Service Organizations (DSOs). With extensive experience and a demonstrated history of strategic leadership, Dave leverages industry insights to foster growth and innovation. Also, his passion for coaching and consulting enables him to empower individuals and teams to thrive within the dynamic dental industry landscape, driving excellence and success beyond conventional boundaries. [00:59] From Pastoral Paths to Dental Transitions: A Journey of Strategy and Change Leadership [05:58] Frameworks and Curiosity in Organizational Diagnosis [11:17] Synthesizing Strategy: Organizational Alignment and Execution [16:34] Embracing Boredom: Sustaining Success in Organizational Growth [22:21] The Change Leadership Process: From Vision to Execution [31:51] A Must-Have Skill for Future Success Resources: Connect with Dave: LinkedIn: linkedin.com/in/dave-salciccioli   Mentioned in the episode: The Five Dysfunctions of a Team: A Leadership Fable: amazon.com/Five-Dysfunctions-Team-Leadership-Fable Leading change: amazon.com/Leading-Change-New-Preface-Author Change: How Organizations Achieve Hard-to-Imagine Results in Uncertain and Volatile Times: amazon.com/Change-Organizations-Hard-Imagine-Uncertain Accelerate: Building Strategic Agility for a Faster-Moving World: amazon.com/Accelerate-Building-Strategic-Agility-Faster-Moving Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers: amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream

Geoffrey Moore is an author, speaker, and advisor, widely known for his seminal book Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers, which many consider the most important book ever written on go-to-market strategy. Moore's work is focused on the market dynamics surrounding disruptive innovations, and how one overcomes the challenge of transitioning from serving early adopters to the mainstream. In this episode, we discuss:• What “crossing the chasm” means• What steps to take before you try crossing the chasm• The importance of winning a marquee customer• The role of executive sponsors in the sales process• The differences between visionaries and pragmatists, and how to build for each• Geoffrey's four go-to-market playbooks based on stage: Early Market, Bowling Alley, Tornado, and Main Street• The problem with discounting before crossing the chasm• “Deadly sins” to avoid when crossing the chasm—Brought to you by:• CommandBar—AI-powered user assistance for modern products and impatient users• WorkOS—An API platform for quickly adding enterprise features• Arcade Software—Create effortlessly beautiful demos in minutes—Find the full transcript at: https://www.lennyspodcast.com/geoffrey-moore-on-finding-your-beachhead-crossing-the-chasm-and-dominating-a-market/—Where to find Geoffrey Moore:• X: https://twitter.com/geoffreyamoore• LinkedIn: https://www.linkedin.com/in/geoffreyamoore/• LinkedIn posts: https://www.linkedin.com/in/geoffreyamoore/recent-activity/articles/—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) Geoffrey's background(04:03) What people often get wrong about Crossing the Chasm(05:58) Finding your beachhead segment(09:29) The four inflection points of the technology adoption lifestyle(15:45) Geoffrey's bonfire and bowling alley analogies(18:36) Steps to take before trying to cross the chasm(22:19) Signs you're ready to cross the chasm(25:19) Advice for startups on where to start(27:31) Thoughts on venture capital(27:53) A general timeline for crossing the chasm(30:52) What exactly is the “chasm”?(32:35) The difference between visionaries and pragmatists(36:05) Finding the compelling reason to buy(43:45) The Early Market playbook(45:46) The Bowling Alley playbook(48:39) Different sales approaches for early market and bowling alley(51:26) Changing the value state of the company(53:28) The Tornado playbook(57:35) Why combining playbooks doesn't work(59:10) Using generative AI in different market phases(01:03:02) The risks of discounting(01:04:21) Other “deadly sins” of crossing the chasm(01:09:09) Positioning in crossing the chasm(01:10:36) Product-led growth and crossing the chasm(01:13:54) The challenges of software and entrepreneurship(01:16:35) How Geoffrey's thinking has evolved(01:19:30) The importance of entrepreneurship and impact(01:20:42) His book The Infinite Staircase(01:23:58) Connect with Geoffrey Moore—Referenced:• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986• Oracle: https://www.oracle.com/• Documentum: https://www.opentext.com/products/documentum• Figma: https://www.figma.com/• Notion: https://www.notion.so/• Salesforce: https://www.salesforce.com/• Intel: https://www.intel.com/• Jason Fried challenges your thinking on fundraising, goals, growth, and more: https://www.lennyspodcast.com/jason-fried-challenges-your-thinking-on-fundraising-goals-growth-and-more/• The Mayo Clinic: https://www.mayoclinic.org/• Coda: https://coda.io/• An inside look at how Figma ships product: https://coda.io/@yuhki/figma-product-roadmap• Dylan Field on LinkedIn: https://www.linkedin.com/in/dylanfield/• Regis McKenna on Crunchbase: https://www.crunchbase.com/organization/regis-mckenna-inc• Andrew Grove: https://en.wikipedia.org/wiki/Andrew_Grove• A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch): https://www.lennyspodcast.com/a-step-by-step-guide-to-crafting-a-sales-pitch-that-wins-april-dunford-author-of-obviously-awesom/• Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021• B2B Go-to-Market Playbooks and the Technology Adoption Life Cycle: https://www.linkedin.com/pulse/b2b-go-to-market-playbooks-technology-adoption-life-cycle-moore/• Juniper: https://www.juniper.net/us/en.html• Sal Khan on LinkedIn: https://www.linkedin.com/in/khanacademy/• Khan Academy: https://www.khanacademy.org/• How the Star Wars Kessel Run Turns Han Solo Into a Time-Traveler: https://www.wired.com/2013/02/kessel-run-12-parsecs/• Atlassian: https://www.atlassian.com/• Martin Casado on LinkedIn: https://www.linkedin.com/in/martincasado/• The Infinite Staircase: What the Universe Tells Us About Life, Ethics, and Mortality: https://www.amazon.com/Infinite-Staircase-Universe-Ethics-Mortality/dp/1950665984—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

It's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I'll share with you: The difference between strategy, vision, and positioning  Pitching to investors vs. pitching to potential customers The importance of adapting positioning An explanation of Geoffrey Moore's “bowling pin” strategy Examples of implementing the “bowling pin” strategy earlier in my career Why you don't need a story for your strategy The importance of having a shared vocabulary within your organization Thanks for listening!  If You Want To Skip Ahead: (00:17) How the book tour is going (01:02) A brief overview of vision, strategy, and positioning  (04:02) The difference between pitching to investors and potential customers  (06:30) How positioning evolves as your strategy progresses (07:18) How to use the “bowling pin” strategy  (08:21) “Bowling pin” strategy examples from Janna Systems and Tulip Retail (13:51) Common pitfalls people make in discussing strategy (17:24) The importance of clarifying terminology with your team members (18:55) Closing thoughts — Where To Find April Dunford: Podcast Website: https://www.positioning.show/  Personal Website: https://www.aprildunford.com/  LinkedIn: https://www.linkedin.com/in/aprildunford/  Instagram: https://www.instagram.com/aprildunford/  Twitter: https://twitter.com/aprildunford — Referenced: Good Strategy Bad Strategy: The Difference and Why It Matters: https://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239 Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986 — Production and marketing by https://penname.co/

In today's episode of Category Visionaries, we speak with Peter Briffett, CEO and Co-Founder of Wagestream, a financial well-being platform that's raised $370 Million in funding. Topics Discussed: Peter's background in business, joining the early days of the dot-com era and scaling multiple high growth companies The importance of persistence and self-belief in pushing through the inevitable challenges that come with entrepreneurship Why Wagestream opted to partner with enterprise-scale businesses to provide financial services integrated within existing management systems Wagestream's 3 main missions, and why they matter for the next generation of workers How Wagestream's services help solve the issue of costly payday loans and overdraft fees while providing better financial independence   Favorite book:  Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)

Growing up in a big manufacturing family, Rishabh Agarwal, CEO of Peer Robotics, got an early look at the challenges manufacturers are facing. Now he's working to solve them - one robotic solution at a time.   Peer Robotics builds robots that solve some of the most simple, yet time and labor consuming tasks - moving materials around your shop floor. Rishabh's solutions aim to free up employees to do their most valuable work.   Best yet, the solutions are simple enough for any employee to implement - you don't need an expensive consultant or engineer spending hours to program and reprogram these robots. Simple solutions for complex problems will change the face of manufacturing.   Rishabh also talks to Ari about the Connecticut ecosystem and how it lead to starting his company here. They talk about the importance of embracing i4.0 technology and how it will help overcome labor shortages and improve quality.   Rishabh's favorite business books: The E Myth: Why Most Businesses Don't Work and What to Do About It, Michael E. Gerber Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers, Geoffrey A. Moore   Rishabh Agarwal, Peer Robotics Website: https://www.peerrobotics.ai/ YouTube: https://www.youtube.com/channel/UC9hHXh2UC1jJVbcdLolid1A LinkedIn: https://www.linkedin.com/company/peer-robotics/ Twitter: https://twitter.com/RoboticsPeer Rishabh's LinkedIn: https://www.linkedin.com/in/rishabh-agarwal-160413101/   Ari Santiago, CEO, CompassMSP Company Website: https://compassmsp.com/ Company LinkedIn: https://www.linkedin.com/company/compass-msp/ Podcast Facebook: https://www.facebook.com/MadeinAmericaPodcast Podcast LinkedIn: https://www.linkedin.com/company/made-in-america-podcast-with-ari Podcast YouTube:  https://youtube.com/c/MadeinAmericaPodcastwithAri Company LinkedIn: https://www.linkedin.com/company/compass-msp/ Ari's LinkedIn: https://www.linkedin.com/in/asantiago104/   Podcast produced by Miceli Productions: https://miceliproductions.com/   Rishabh and Ari discuss: Robotics I4.0 Stanley Black and Decker Techstars State support

Brought to you by Superhuman—The fastest email experience ever made | Microsoft Clarity—See how people actually use your product | Eppo—Run reliable, impactful experiments—Nikhyl Singhal is VP of Product at Meta, overseeing teams building messaging, groups, stories, and the main Facebook feed. Before that, he served as the Chief Product Officer at Credit Karma and held various leadership roles at Google, leading teams on Google Photos and Google Hangouts. Nikhyl was also co-founder of three startups, including SayNow and Cast Iron Systems, which were acquired by Google and IBM, respectively. Alongside his successful career, he is passionate about coaching and mentoring, sharing his knowledge through the Skip podcast, newsletter and CPO community. In this episode, we discuss:• Finding your North Star and building a long and meaningful career• Why your superpower may actually be holding you back• Wisdom for aspiring product managers in the early stages of their career• Reasons you aren't getting promoted, and advice on what to change• How to avoid short-term thinking early in your career and how to become a better manager long-term• Signs you work at an “ex-growth” company and that it's time to leave• Signs the IC path is a reasonable pursuit• The importance of finding a community—Find the transcript at: https://www.lennyspodcast.com/building-a-long-and-meaningful-career-nikhyl-singhal-meta-google/#transcript—Where to find Nikhyl Singhal:• Twitter: https://twitter.com/nikhyl• LinkedIn: https://www.linkedin.com/in/nikhyl/• Newsletter: https://theskip.substack.com/• Podcast: https://www.skip.community/• Skip CPO Community: https://www.linkedin.com/company/skip-community-for-cpos/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Nikhyl's background(04:37) Nikhyl's mentoring approach during critical periods of change(07:07) The power of long-term career planning(10:36) The value of gaining varied experiences rather than merely collecting logos on your resume(12:52) The unique benefits of working at a “MAGMA” company(14:50) Ex-growth companies and the impact of 0% interest rates(20:19) Signs your company may be struggling to find the right product-market fit(21:32) When you should stay at an ex-growth company(22:34) Early career advice for product managers(25:25) Mid-career strategies for promotion(29:47) Summarizing the 4 reasons you may not be getting promoted(30:15) The value of authentic feedback(33:29) Tactical tips for getting better feedback(34:46) Addressing management challenges in tech(39:50) Opportunities for those who prefer the IC path(45:25) How to become a better manager through community building(47:40) Nikhyl's community, The Skip(51:27) Lenny's Slack community(52:54) Late-career advice and identifying skills that need reshaping(57:07) Why it's so important to listen to contradictory feedback(59:45) Nikhyl's “superpower” and “shadow”(1:02:20) Mental health challenges and the third act of your career(1:08:44) Examples of North Star metrics in the third act of your career(1:12:20) Lightning round—Referenced:• Annie Pearl on Lenny's Podcast: https://www.lennyspodcast.com/behind-the-scenes-of-calendlys-rapid-growth-annie-pearl-cpo/• The Skip podcast episode about ex-growth companies: https://www.skip.community/should-i-join-or-leave-an-x-hypergrowth-company/• Jules Walter on Lenny's Podcast: https://www.lennyspodcast.com/leveraging-mentors-to-uplevel-your-career-jules-walter-youtube-slack/• Skip Community for CPOs on LinkedIn: https://www.linkedin.com/company/skip-community-for-cpos/• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986/• Leadership and Self-Deception: Getting Out of the Box: https://www.amazon.com/Leadership-Self-Deception-Getting-Out-Box/dp/B07H3G1KCN• Rise on Disney+: https://www.disneyplus.com/movies/rise/6Yv1uRnw2uAJ• Arc browser: https://arc.net/• Josh Miller (CEO of The Browser Company) on Lenny's Podcast: https://www.lennyspodcast.com/competing-with-giants-an-inside-look-at-how-the-browser-company-builds-product-josh-miller-ceo/—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

Over the course of its history, DevRel has changed and evolved, both in the day-to-day responsibilities but also in the identify of what DevRel is. External influences as well as internal influences have changed the definitions, expectations, and roles within DevRel, for better and for worse. in this episode, we'll talk about * what's working * what's not working * how we can move forward to a future where DevRel makes sense. Checkouts Ben Greenberg * Rationality: What It Is, Why It Seems Scarce, Why It Matters (https://stevenpinker.com/publications/rationality-what-it-why-it-seems-so-scarce-and-why-it-matters) by Steven Pinke Jason Lengstorf * The Range (https://davidepstein.com/the-range/) Mia Moore * Chickpea Magazine (https://chickpeamagazine.com/): A whole foods vegan lifestyle magazine & blog Wesley Faulkner * Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers (https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986) by Geoffrey A. Moore PJ Hagerty * Music League (https://musicleague.com/) Mary Thengvall * Whalebone Magazine (https://whalebonemag.com/): “a community of like-minded individuals who all believe that being delightfully disoriented and putting some fun into the world isn't the worst way to spend some time.” Enjoy the podcast? Please take a few moments to leave us a review on iTunes (https://itunes.apple.com/us/podcast/community-pulse/id1218368182?mt=2) and follow us on Spotify (https://open.spotify.com/show/3I7g5WfMSgpWu38zZMjet?si=565TMb81SaWwrJYbAIeOxQ), or leave a review on one of the other many podcasting sites that we're on! Your support means a lot to us and helps us continue to produce episodes every month. Like all things Community, this too takes a village. Artwork photo by Jackson Simmer (https://unsplash.com/@simmerdownjpg?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText) on Unsplash (https://unsplash.com/@simmerdownjpg?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText) Special Guests: Ben Greenberg, Jason Lengstorf, and Mia Moore.

Dan Olsen is a product management trainer, consultant, author, and speaker who has worked with both small startups and large public companies. He began his career designing nuclear-powered submarines and later transitioned into product leadership roles at Intuit and several startups. As a product management trainer and consultant with Olsen Solutions, Dan helps CEOs and product leaders build high-performing product teams that drive growth and innovation. His impressive list of clients includes Google, Walmart, Amazon, Facebook, Box, Microsoft, Medallia, and One Medical Group. Dan is the author of the best-selling book, The Lean Product Playbook, and is a frequent speaker at business and tech events. Dan has a Bachelor of Science degree in Electrical Engineering from Northwestern, a Master of Business Administration degree from Stanford, and a Master's degree in Industrial Engineering from Virginia Tech.  Today, Dan and I discuss the best practices every software product manager should follow for optimal success. Dan shares his observations about the increase in product management roles, training new product managers, and the global tech expansion. We dissect remote work, whether it's preferable to employees returning to the office, and the trend of getting rid of leased office spaces in favor of it. Dan also describes his journey into product management and what he learned from designing nuclear submarines for the Navy.  “If you really want your software to be successful, you need product managers to be there.” - Dan Olsen This week on Innovation Talks: ●     How Dan transitioned from designing nuclear submarines to product management ●     The best practices that all product managers should follow ●     The bell curves of product management in different types of companies ●     Best practices with respect to product management ●     How to train new product managers ●     The core roles of design and development teams ●     Why product managers are more in demand than ever before  Resources Mentioned: ●     Book: Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey Moore●     Book: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Anthony Ulwick Connect with Dan Olsen: ●     Dan Olsen Website●     Dan Olsen Newsletter●     Book: The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback●     Dan Olsen on LinkedIn●     Dan Olsen on YouTube●     Dan Olsen on Twitter This Podcast is brought to you by Sopheon Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts. Apple Podcasts | TuneIn | GooglePlay | Stitcher | Spotify | iHeart Be sure to connect with us on Facebook, Twitter, and LinkedIn, and share your favorite episodes on social media to help us reach more listeners, like you. For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com and click here.

Brought to you by Vanta—Automate compliance. Simplify security | Public—Invest in stocks, treasuries, crypto, and more | LMNT—Zero-sugar hydration—Shweta Shrivastava is a Senior Product Leader at Waymo, an autonomous driving technology company backed by Alphabet. Prior to joining Waymo, she was the CPO of Nauto, where she also worked on AI-assisted driver tools. Shweta has worked in product for over 15 years in senior roles at several companies, including Amazon and Cisco. In today's episode, we discuss:• How Waymo builds trust with riders• Product management at Waymo vs software-only products• The state of self-driving technology• The importance of being a disruptor and why large companies need to disrupt more• Underrated product management skills—Find the full transcript at: https://www.lennyspodcast.com/product-lessons-from-waymo-shweta-shrivastava-waymo-amazon-cisco/#transcript—Where to find Shweta Shriva• LinkedIn: https://www.linkedin.com/in/shshrivastava/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Shweta's background(03:47) What Shweta and her team are responsible for at Waymo(05:30) About the autonomous driving vehicle hardware, software, and simulation tools (08:14) Differences in working at Waymo vs. a more traditional software company(11:02) How Waymo builds trust with riders and the difference between driver assist and fully autonomous(13:57) An example of how Waymo builds trust with riders(15:55) The commercial, operational, and system behavior metrics Waymo uses (20:38) What are L5 autonomous vehicles and why Shweta thinks L4 vehicles are good enough(22:53) How to keep investors enthusiastic when it's a long-term investment(25:24) Building successful teams and successful products(26:39) Determining what you're not building, especially before product-market-fit(27:49) Why large companies need to disrupt their own models (29:33) The most underrated product management skills(33:07) Tips for getting promoted(35:19) Where is Waymo and how to try it out(36:46) Lightning round—Referenced:• Waymo: https://waymo.com/• Nauto: https://www.nauto.com/• Working Backwards: Insights, Stories, and Secrets from Inside Amazon: https://www.amazon.com/Working-Backwards-Insights-Stories-Secrets/dp/1250267595• Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986• The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail: https://www.amazon.com/Innovators-Dilemma-Technologies-Management-Innovation/dp/1633691780• Top Gun: Maverick on Amazon Prime: https://www.amazon.com/Top-Gun-Maverick-Tom-Cruise/dp/B0B18G8R9B—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

In today's episode of Category Visionaries, we speak with Astrid Atkinson, CEO of Camus Energy, a Grid Management platform that's raised over $20 Million in funding, about how coming transformation in the critical utilities sector provides opportunities for startups to claim space for themselves and drive change for the better. Developing large-scale software infrastructure to manage the way we produce, distribute and consume energy, Camus Energy is preparing for a future in which decentralization and diversification are the key concepts that need to be accommodated. Utilities might get a bad reputation for being slow-moving and resistant to change, but with disruption on the horizon it's time to let real-world needs shape what solutions become successful. We also speak about Astrid's time in the early years of google and the lessons she brought with her into the startup space, why transformation leaves space for agile startups to compete on an even footing with established industry players, and how engaging directly with potential customers helped Camus Energy define the parameters of their innovative character. Topics Discussed: Astrid's role in the early years of Google and the vital lessons she learned about the role of individuals in creating global impact What led Astrid to launch a startup in the utilities space, despite a bad reputation for being conservative and resistant to change Why the energy grid of tomorrow needs an innovative software solution to manage the speed and scale of the transition How decentralization and diversification are going to shape the future of our energy sector, and how Camus Energy is preparing to be a part of it Why Astrid believes in healthy competition, and in creating spaces with enough room for everyone in a market to succeed How changing needs shape the solutions which succeed, and why it's sometimes worth taking the risk of creating a transformative market category   Favorite book:  Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)

Un sales sans un plan de commissionnement clair et incitatif est un sales “perdu”. Et ça, Antoine l'a bien compris. C'est pour cette raison qu'il monte Qobra, une solution qui gère les plans de commissionnement…sans Excel ! Un outil qui a très vite trouvé ses premiers utilisateurs…et pas des moindres : Partoo, Gymlib, Indy, Didomi ou encore Welcome to the Jungle. Aujourd'hui, Qobra c'est :

Memoori Research sat down with Geoffrey Moore, best selling author and business strategist known for his working including 'Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers'. We discussed the impact of technology innovation on commercial real estate and strategies that businesses can adopt to manage the disruptive forces of innovation.

Get the audiobook for free with a free trial of Audilbe: https://geni.us/chasm-free-audiobook (https://geni.us/chasm-free-audiobook) Get the full PDF, infographic and animated summary on our free app: http://www.getstoryshots.com (http://www.getstoryshots.com) Disclaimer: This is an unofficial summary and analysis. Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey Moore Life gets busy. Has https://geni.us/chasm-free-audiobook (Crossing the Chasm) been gathering dust on your bookshelf? Instead, learn the key insights now. We're scratching the surface here. If you don't already have the book, order it https://geni.us/crossing-chasm (here) or get the audiobook https://geni.us/chasm-free-audiobook (for free) on Amazon to learn the juicy details. Synopsis https://geni.us/chasm-free-audiobook (Crossing the Chasm) offers an outline of the process of transitioning your product through the five segments of the market. These segments begin with innovators and move to early adopters, early majority, late majority, and laggards. There is a vast chasm between the early adopters and the early majority. Early adopters are willing to sacrifice for the advantage of being first. However, the early majority wait until they know that the technology offers productivity improvements. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. Geoffrey Moore's Perspective https://geni.us/geoffrey-moore (Geoffrey Moore) is a bestselling author, speaker, and advisor who splits his consulting time between start-up companies and established high-tech enterprises such as Salesforce, Microsoft, and Google. Moore has a bachelor's in American literature from Stanford University and a Ph.D. in English literature from the University of Washington. After teaching English for four years at Olivet College, Moore began a career in high-tech as a training specialist. Over time, he transitioned first into sales and then into marketing. Moore found his niche in marketing consulting. He first worked at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.    StoryShot #1: The Technology Adoption Life Cycle Discontinuous/disruptive innovations require a change in consumer behavior. Subsequently, market penetration often requires consistent, discontinuous innovation. To outline the stages one should adopt for market penetration, Moore introduces The Technology Adoption Life Cycle. Within this model, customers fall into one of five graph segments. This graph displays a bell curve with segments related to psychological and demographic characteristics. Segment 1: Innovators The first segment consists of deeply engaged technologists. These are the customers you can rely on to buy a new product purely as a form of adventure and exploration. You must win these customers at the beginning of your marketing journey if you wish to succeed. The reason innovators are so important is that their recommendations carry significantly greater credibility than the average consumer. They will also speak at length about your product and offer excellent feedback to improve your product during the early stages. As this is a lower part of the bell curve, there are not many innovators. However, winning this group over is key to winning the next segment. Segment 2: Early Adopters Moore describes the early adopters as visionaries. They have the charisma and strategic opportunities to make a genuine difference in a project. Early adopters generally have access to multi-million dollar budgets. Due to their considerable budget, early adopters are within the least price-sensitive segment. The key to marketing to visionaries is to understand their strategic dream. If you can cater to this dream, you can...

This is a special episode.  Our guest today is Geoffrey Moore, Author of Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers which is on Inc. Magazines list of top 10 Marketing Books of All time.  He has written several other books on marketing relative to disruptive technologies.  Geoff is highly regarded throughout the high-tech world. Today, Geoff will take us on a tour of the Technology Adoption Life Cycle and then we dive into details of early market challenges and then the ultimate challenge of crossing the chasm into the mainstream market. We talk about disruptive technologies, early adopters, key opinion leaders, signs you are approaching the chasm, the pragmatists on the other side of the chasm, pragmatists in pain, the bowling alley, the tornado, mistakes to avoid and much much more. By the way, in our discussion the terms visionary and early adopter are interchangeable.  Also, the terms pragmatists and early majority are also interchangeable.  Everyone involved in leading a MedTech company and marketing and sales will learn a lot from this episode. You will hear me refer to several attendees to this event. Three countries are represented. The Netherlands, the Czech Republic and the United States.  These people are all members of the MedTech Leaders community.  I always set up interviews as live virtual events so members can attend.  If you want to learn more about the community, go to medtechleaders.net. Now Go Win Your Week! Geoffrey Moore's LinkedIn profile link Geoffrey Moore's website link Great books by Geoff: Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers. This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. Amazon Link Zone to Win - Moore's classic bestseller, CROSSING THE CHASM, has sold more than one million copies by addressing the challenges faced by start-up companies. Now ZONE TO WIN is set to guide established enterprises through the same journey. Amazon Link Escape Velocity - Addresses the central dilemma established firms face: how to continue to harvest past success while driving the organization, its people and its processes, toward future growth and opportunities. Amazon Link Inside the Tornado - A follow-on work to Crossing the Chasm that deals with the dynamics of post-chasm markets, in particular the market share battle during hyper-growth that results in the anointing the market leader or gorilla. Amazon Link Ted Newill's LinkedIn Profile link More Medical Device Success podcasts link Medical Device Success website link MedTech Leaders Community link Link to Ted's contact page

Back on episode 160, I was joined by Dr. Matt Johnson to discuss his book Blindsight and the work he and his counterpart were doing at Pop Neuro. Today, that counterpart, Prince Ghuman, is here to expand on that conversation and discuss some more amazing work.  One of the things I loved in the book, and that Prince and I really expanded on today, is why we like the things we like. Some of what we discuss today tie back to my recent interview with Dr. Troy Campbell in episode 169 on the Science of Cool. It was a much-loved episode and I expect similar high praise from today's conversation! Show Notes: [00:06] In today's episode I'm excited to introduce you to Prince Ghuman, coauthor of Blindsight. [02:57] Prince Ghuman shares about himself, his background, and how he got into the world of behavioral science and marketing. He is an author and professor.  [05:11] Prince and Matt are founders of Pop Neuro where they teach marketers how to ethically apply neuroscience to marketing.  [06:07] One of the things lacking in the marketing curriculum is a heavier emphasis on neuroscience and psych.  [07:05] If we are marketers, we are fundamentally students of human behavior and human psychology.  [09:37] The principle piece is as important if not more important than the traditional neuroscience imaging techniques.  [11:38] He would love for there to be one person on each marketing team that specializes in neuromarketing principles because, at the end of the day, marketers want to create good marketing and good brand experiences. Consumers also want to be charmed by brands, products, and experiences.  [13:31] Cross-functional teams are the answer. Having one neuromarketer on every marketing team is the bare minimum. Every marketing position should understand behavioral science.  [16:03] The next operating system of marketing is more deeply scientific.  [17:06] The more we philosophically touch and experience something, the more we are likely to prefer it.  [17:50] We like things that are different because we like novelty, and we like things that are similar because we like the safety of similar things. If something is too new it hurts adoption. If something is too safe it hurts adoption. It needs to be somewhere between new and safe. [18:48] Sandwiching something new in between two familiar things helps bump up the likability.  [19:48] Early adopters have a higher acceptance of an imbalance of new and safe when it is tilted towards new. Late adopters are tilted towards safety.  [22:43] When Oreo brings out new cookies, it gets them back on your radar even if you don't try the new types.  [23:27] Listener Question! Attention is based on the brain's statistical learning tendency. Our brains are also taking into account and picking up on patterns.  [26:04] Unpredictability gives you a bigger hit of dopamine. Unpredictability hits the reward center a lot harder. The brain's pattern-seeking behavior primarily happens behind the scenes. It just drives a lot of what we do.  [28:27] It is called the “pursuit of happiness” because it is the pursuit that gives us the most amount of happiness, not the achievement of happiness.  [30:10] Unpredictability works to increase engagement.  [32:59] Today's new thing that you hate is replacing something that was new once (and that you hated then).  [35:25] As much as we want to point a finger at companies that are using digital products to model behavior, we also have to look at ourselves. Until we decide to kick our addiction to “free” it is going to be really hard to kick our addiction to Instagram.  [37:48] For marketers, the challenge is to understand neuroscience and psychology throughout the entire marketing process so we can create better products, brands, and experiences.  [39:01] The answer to bad marketing isn't no marketing. It is better marketing. Neuroscience is the way to do it.  [41:46] Melina shares her closing thoughts. [43:54] Melina's award-winning first book, What Your Customer Wants and Can't Tell You is available on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia.  Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! More from The Brainy Business:

Sabrina Horn(@SabrinaHorn) on Leading with authenticity for real results! #FutureofWork #Work2dot0 #Podcast In this podcast, Sabrina Horn discussed his book Ruthless Consistency, the insights it carries and shared how his journey has helped him craft a strategy that could work on the testing times. He sheds light on the importance of ruthless consistency and how any leader could adopt it in their day to day activities and succeed in leading. Sabrina's Recommended Read: Good to Great: Why Some Companies Make the Leap and Others Don't https://amzn.to/3aRbr8p Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers https://amzn.to/3eKuLVU The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers https://amzn.to/3nAgNu8 Sabrina's Book: Make It, Don't Fake It: Leading with Authenticity for Real Business Success https://amzn.to/3gPft5a Podcast Link: iTunes: http://math.im/jofitunes Youtube: http://math.im/jofyoutube Sabrina Horn is a tech industry communications expert, thought leader, and executive suite advisor with more than thirty years of experience. She is the founder of the PR firm Horn Group, which has received national acclaim as Best US Employer, Best US Tech Agency, Silicon Valley Hall of Fame winner, and PR Entrepreneur of the Year. Horn splits her time between San Francisco and New York City. Here's the GPS for the questions (These are just the boundaries questions to give a rough journey for the conversation): Stage 1: Lead-in 1. Starter: Give your starter pitch 1 point that this book points to: 2. Vishal briefly introduce guest Stage 2: Subject Matter Expertise 3. How has the world of PR evolved over last couple of years? 4. What is the role of a PR? 5. What people get it wrong about their perception? 6. What are some common pitfalls most business fall into when it comes to their brand perception? 7. What are some easy 1-2-3 steps that one could take to improve their market perception? Stage 3: Introduction as an author 8. Why write this book? 9. Who should read this book? 10. Is “faking it” the same thing as lying? 11. Why is running a business with integrity hard? 12. What is the FUD factor? 13. In an era of fake news and minimizing realties, what can we learn about the value of being honest, especially when it's hard? 14. Why should honesty be the foundation of every business? 15. You talked about the Founder's curse, what is that and why should I worry? Stage 4: Rapid Fire with Sabrina [Say what comes to your mind, make the answer one sentence crisp] 16 a. #Business 16 b. #Entrepreneur 16 c. #Leadership 16 d. #Culture 16 e. #PRNightmare 16 f. #Things That Keep You Up At Night 16 g. #Success 16 h. #Failure 16 i. #Being Authentic 16 j. #Destiny 16 k. #MakeItDontFameIt Stage 5: Closing 17. What are 1-3 best practices that you think are the key to success in your journey? 18. Do you have any favorite read? 19. As a closing remark, what would you like to tell our audience? About TAO.ai[Sponsor]: TAO is building the World's largest and AI-powered Skills Universe and Community powering career development platform empowering some of the World's largest communities/organizations. Learn more at https://TAO.ai About WorkPod: Work Pod takes you on the journey with leaders, experts, academics, authors, and change-makers designing the future of work, workers, and the workplace. About Work2.org worked is managed by Work2.org, a #FutureOfWork community for HR and Organization architects and leaders. Sponsorship / Guest Request should be directed to info@tao.ai Keywords: #FutureofWork #Work2.0 #Work2dot0 #Leadership #Growth #Org2dot0 #Work2 #Org2

Denis n'a pas le profil type du startupper que l'on a l'habitude de voir. Et pourtant, après une première immersion chez The Family, il se lance dans le grand bain. Frustré par le manque de solutions d'enrichissement de CRM, il lance Dropcontact en 2016. Un projet qu'il démarre seul. Mais cela ne l'a pas empêché de cartonner Son SaaS est aujourd'hui devenu incontournable pour la prospection BtoB. D'ailleurs, il l'utilise dans son business pour obtenir des résultats explosifs. Sa secret sauce ? L'automatisation et un ciblage ultra précis de ses prospects. Aujourd'hui, Dropcontact c'est : +2 000 clients. Avec 0€ de pub. Une croissance mensuelle à deux chiffres Une quinzaine de collaborateurs Au cours de cet épisode, on parle de(s) :

Fight the Technology Adoption Life Cycle Curve and you will lose.  It is science. Why do MedTech leaders and sales and marketing pros continue to fight the TALC Curve?  And, why am I bringing it up?  Because in the past several weeks I have had conversations with startups that have been either not recognizing the curve or fighting it.  Important Note! This applies primarily to New Concept Products.  In this Episode: Quick review of the Technology Adoption Life Cycle.Why is this important?The Good News and Bad News about Innovators and Early Adopters.How to identify Innovators and Early Adopters.How to sell to Innovators and Early Adopters. Enjoy! Now Go Win Your Week! Recommended Book: Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey Moore Kindle book linkPaperback book link Ted Newill's LinkedIn Profile link Medical Device Success website link MedTech Leaders Community link Link to Ted's contact page  

Today we are joined by Tariq Shaukat, the current President for Bumble; the dating/social app!   Tariq has had some amazing experiences in the consulting world and the entertainment industry from gaming to technology. Previous to his role at Bumble, he served as the President of Google Cloud, the Chief Commercial Officer at Caesars Entertainment Corporation, and a Partner at McKinsey & Company. In addition, he is currently a Member of the Board of Trustees of Public Storage and a Member of the Board of Directors of Ellipsis Health.   In this episode, Tariq shares some of his rich stories of how he took risks and leveraged his varied experiences and competencies to become an exceptional leader and operator in some of the world's top companies. He speaks about the importance of having range and being a generalist in a specialized world, the key components of what leads to success in any industry, and some of his insights around soft networking.   This was a fascinating episode and I cannot wait for you all to tune in!   Key Takeaways: [:50] About today’s episode with Tariq Shaukat! [1:20] Welcoming Tariq to the podcast. [1:26] Tariq shares about his background, standout career highlights, and what led him to do what he does today. [6:38] Tariq shares about his early years in consulting. [7:49] Key lessons that Tariq took with him from his years in consulting into his first General Manager role. [9:25] How and why did Tariq become the Chief Commercial Officer at Caesars Entertainment Corporation? What are some of the common threads between the industries Tariq has been a part of? [14:28] Tariq has many competencies that he is able to apply across many different industries and roles regardless of not having been formally trained or having previous experiences in them. Many people have the self-limiting belief that if they don’t have the “proper experience” they shouldn’t apply to a certain role when, in actuality, your competencies are what truly matter. Tariq shares his thoughts on this topic. [17:15] The importance of having range and being a generalist in a specialized world.[18:31] Some of the downsides and challenges to being a generalist. [20:07] Tariq shares some key components of what our success is often tied up in. [23:44] About Tariq’s time as President for Google Cloud for four years. [27:10] Tariq elaborates on the geographical movies he made throughout his career and how it impacted his family. [31:03] Has Tariq’s awareness of his wife’s experiences with gender disparities and inequalities in the workforce informed his leadership decisions? [34:27] What attracted Tariq to Bumble? [38:21] The difference between a CEO and a President. [40:34] Tariq shares some final words of wisdom on soft networking. [42:57] Thanking Tariq for taking his time to share his insight and wisdom with us on Fifth Dimensional Leadership!   Mentioned in this Episode: Tariq Shaukat Bumble Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers, by Geoffrey A. Moore McKinsey & Company Caesars Entertainment Corporation Range: Why Generalists Triumph in a Specialized World, by David J. Epstein   About Fifth Dimensional Leadership & Ginny Clarke Fifth-Dimensional Leadership is a podcast about leadership — knowing yourself, speaking your truth, inspiring love, expanding your consciousness and activating your mastery. As an executive recruiter and career expert currently leading executive recruiting at a Fortune 20 tech company, Ginny Clarke is a passionate and authentic thought leader with a unique and deliberate perspective on work and life. She synthesizes aspects of her life as an African-American single mother who has successfully navigated corporate America for over 30 years. She has inspired, uplifted, and changed the lives of thousands and is intentional about bringing conscious awareness to people of all ages and stages.   Every other week, a new edition of Fifth-Dimensional Leadership will include fascinating guests, covering a variety of topics: power, personal branding, self-awareness, networking, fear, and career management   Stay Connected! To find more episodes or learn more, visit: GinnyClarke.com Connect with her on social media: Facebook, Twitter, LinkedIn, and Youtube

My guest today is Geoffrey Moore; a speaker, advisor, and best-selling author of some of the most influential business books of the past decade — including the world-famous book, Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers. It is no exaggeration to say that Geoffrey’s books have molded my product career throughout the years. From Crossing the Chasm to Inside the Tornado, Dealing with Darwin to Zone to Win — his deep insights into how the B2B market works have been a critical component of how I approach product strategy and innovation. This is just one of the reasons why I’m so excited to have Geoffrey on the show today. In this episode, we discuss how an enterprise’s structure needs to adapt to drive innovation, how leaders should incorporate technology trends (such as AI, IoT, and 5G) into their product innovation roadmap, as well as the difficult topic of why so many B2B products die during the pilot stage. This is a very insightful episode. I cannot wait for you all to tune in and learn just as much as I did from this conversation with Geoffrey Moore!   Episode Details: Crossing the Chasm: How to Effectively Drive Innovation with Geoffrey Moore: “Crossing the chasm is the first move for taking your innovation away from just a technology focus to a customer focus.” — Geoffrey Moore   About Geoffrey Moore: Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Wildcat Venture Partners portfolios and established high-tech enterprises, most recently including Salesforce, Microsoft, Autodesk, F5Networks, Gainsight, Google, and Splunk. Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies that have come to prominence from the past decade. Moore’s most recent work, Zone to Win, addresses the challenge large enterprises face when embracing disruptive innovations, even when it is in their best interests to do so. It’s time to stop explaining why they don’t and start explaining how they can. This has been the basis of much of his recent consulting.   Topics We Discuss in this Episode: About Geoffrey’s career background and the work he is currently doing today The four organizational zones that companies need to have in order to drive innovation (as outlined in his new book, Zone to Win) Why there is a massive need for organizations to innovate in an accelerated and repeatable way (and the ways that sometimes prevent them from doing so) How Geoffrey has helped companies get leadership to understand that there needs to be an investment in all four of these zones in order to successfully innovate The downsides of being reactive instead of proactive Key lessons in innovation The challenges you’ll face in the process of innovation and how to persevere through them How leaders should incorporate technology trends (such as AI, IoT, and 5G) into their product innovation roadmap Why Crossing the Chasm is the first step in taking innovation from a technology-focus to a customer-focus (and why this is KEY to propelling your business forward) What a “whole product” means and why it is important How to graduate past the early market The difference between horizontal products and vertical products Why you should start with the application dynamic before transitioning to the platform dynamic The key to a successful partnership The difference between a product vs. a solution Where a small company has an advantage over a big company Why so many B2B products die during the pilot stage and Geoffrey’s advice to product leaders   Product Leader Tip of the Week: How to approach innovation in this era of high uncertainty: Don’t try to solve it all with one tool. Start at the beginning with a set of technology-oriented tools that are designed to explore the technology and get familiar with the properties. Simply try and figure out if this new technology affects your customer’s industry and if it is really right for your company or not. Once you cross the chasm, you want to shift the framework from product to solution. As a product leader, you really need to be thinking about where you are as a company and really consider which framework you should be using.   To Learn More About Geoffrey Moore: GeoffreyAMoore.com Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers, by Geoffrey A. Moore Zone to Win: Organizing to Compete in an Age of Disruption, by Geoffrey A. Moore Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution, by Geoffrey A. Moore Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets, by Geoffrey A. Moore   Related Resources: DanielElizalde.com/Template — Download Daniel’s free IoT Product Strategy Template here!   Want to Learn More? Sign up for my newsletter at DanielElizalde.com/Join for weekly advice and best practices directly to your inbox! Visit DanielElizalde.com/Podcast for additional information, show notes, and episodes. Subscribe on Apple Podcasts so you don’t miss out on any of my conversations with product and thought leaders!  

So excited to talk to Doug Kessler about one of my favourite topics - creating engaging content for your audience. Doug is co-founder and creative director of Velocity Partners, the London- and New York-based B2B multi-award winning marketing agency. Doug wrote a lot of very strong content pieces like “the B2B Content Strategy Checklist, Insane Honesty in Content Marketing and Crap: Why the Biggest Threat to Content Marketing is Content Marketing”. In this interview we cover different angles of content such as: what b2b can learn from b2c Doug’s 5 step storytelling framework and how you can apply it what can you do better as a marketer right now Learn more about Doug Example of his work The search for meaning in B2B marketing If you’d like to share what you think about this episode, connect with me on Linkedin Resources mentioned on the show: “Marketing Myopia” article by Theodore Levitt The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail by Clayton M. Christensen Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore Find out more at https://sergey-ross-podcast.pinecast.co

How do we create a hot-selling technology product? How can high-tech enterprises win more business? This book tells you the marketing secrets behind high-tech products. The author, Geoffrey Moore, examines the psychological traits of different kinds of consumers, and discloses the serious marketing mistakes that are often made by high-tech enterprises. He then gives a detailed explanation of how a high-tech company could expand and secure its business, while surviving and thriving among fierce competition.

EP215 - What to read during a pandemic This episode is a list of suggested resources to read for those looking to do some professional development in the commerce space.  (all book links are amazon affiliate links) The episode also features an interview with Rishad Tobaccowala (@Rishad) Rishad’s is the author of “Restoring the Soul of Business: Staying Human in the Age of Data” published by Harper Collins. Additional writings can be found on the Re-Inventing blog. The interview starts at 15:50 of the podcast. Rishad also has an amazing photography feed on Instagram @RishadT. Another book mentioned on this list is Remarkable Retail: How to Win & Keep Customers in the Age of Digital Disruption – Stephen Dennis. Stephen is hosting a virtual book launch party (including @retailgeek and some e-commerce celebrities) on Tues April 14 at 4:15pm ET, that will include myself and some commerce guest stars. Pre-register here. Here are some always updated resources: A complete list of recommended books for commerce Pros (including a superset of the list provided here, is always available here: Recommended Books. A list of 250 commerce influencers to follow on twitter. That list includes 50 commerce journalists. A list of recommended commerce podcasts. A list of recommended commerce websites and newsletters. Finally, when the pandemic is over, here is a list of commerce events. Here are all the specific resources mentioned on todays show: Personal Development How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life – Scott Adams Win Bigly: Persuasion in a World Where Facts Don’t Matter – Scott Adams Loserthink: How Untrained Brains Are Ruining America – Scott Adams The Catalyst: How to Change Anyone’s Mind – Jonah Berger  Restoring the Soul of Business: Staying Human in the Age of Data, Rishad Tobaccowala  Startup / Entrepreneurship Good to Great: Why Some Companies Make the Leap and Others Don’t – Jim Collins Turning the Flywheel: A Monograph to Accompany Good to Great – Jim Collins The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail – Jim Collins Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers – Geoffrey A. Moore Zero to One: Notes on Startups, or How to Build the Future – Peter Thiel Hard Thing About Hard Things – Ben Horowitz What You Do Is Who You Are: How to Create Your Business Culture – Ben Horowitz The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses – Eric Ries The Checklist Manifesto: How to Get Things Right – Atul Gawande Think Like Amazon: 50 1/2 Ideas to Become a Digital Leader – John Rossman (John was a guest on Episode 181) Extreme Ownership: How U.S. Navy SEALs Lead and Win – Jocko Willink Future Is Faster Than You Think – Peter Diamandis E-Commerce / Retail / Case Studies Sam Walton: Made in America: My Story – Sam Walton I Love Capitalism!: An American Story – Ken Langone The Perfect Store: Inside eBay – Adam Cohen In The Plex: How Google Thinks, Works, and Shapes Our Lives – Steven Levy The Facebook Effect: The Inside Story of the Company That Is Connecting the World – David Kirkpatrick The Everything Store: Jeff Bezos and the Age of Amazon – Brad Stone Reengineering Retail: The Future of Selling in a Post-Digital World – Doug Stephens Remarkable Retail: How to Win & Keep Customers in the Age of Digital Disruption – Stephen Dennis Billion Dollar Brand Club: How Dollar Shave Club, Warby Parker, and Other Disruptors Are Remaking What We Buy – Lawrence Ingrassia (Larry was on Episode 207) Movies Glengarry Glenross Boiler Room The social network Girlboss –  Based on Nasty Gal founder Sophia Amoruso’s autobiography #Girlboss Office Space Startup.com TV shows Undercover Boss Shark Tank The Profit SiliconValley Halt & Catch Fire Mr Selfridge Succession Mr Robot Black Mirror Non Conventional S1s – Casper, Chewy  (Retail Roadshow) Shareholder Letters (Amazon, Berkshire Hathaway) Company conference calls – (Amazon/eBay/Shopify/Etsy/Alibaba) Investor Relations Don’t forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 215 of the Jason & Scot show was recorded live on Wednesday, April 8th, 2020. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript Jason: [0:24] Welcome to the Jason and Scott show this is episode 215 being recorded on Wednesday April 8th 2020 I’m your host Jason retailgeek Goldberg and as usual I’m here with your co-host Scot Wingo. Scot: [0:39] A Jason and welcome back Jason and Scot show listeners first of all we hope everyone is saying safe and enjoying some time with your family as we all go through this battle with the the Coronavirus one of the unexpected trends that we’ve noticed about this fun pandemic self quarantining time is that folks are trying to carve out a little bit of time for professional development. So we thought you know let’s do a show where we talk about some of our favorite books for kind of listeners and starting with kind of the. You know the colonel of e-commerce and Retail where we spent a lot of our time but then also expand out a little bit and talk about more professional development type titles. Sound good to you Jason. Jason: [1:23] Yeah that’s awesome but before we jump into the actual books I just want to get a couple things on record like I’m trying to ascertain how Millennial you are Scott are you a paper book guy or are you ebook / Kendall guy. Scot: [1:37] I am strange I guess so I like to read fiction before I go to sleep because if I read like one of these books were going to recommend before I go to sleep I won’t go to sleep I get so fired up I know that’s probably strange but that’s how my brain works so then so I use Kindle for my fiction reading in the evenings and then most of my nonfiction before working from home full-time I commuted to an office and this is back in those days if you remember so I have about a good hour in the car maybe a little bit longer and I would audible the nonfiction stuff out for some reason, you know that that combination of being on a commute and having it being read really lands well for me and makes a little more engaging. Jason: [2:30] Yeah interesting so your moat so you’re very little Papyrus and your Kindle / audiobooks. Scot: [2:37] Correct yeah are the reason is I’m I read a lot and I don’t know I’ve never been to your house but she came to my house I have like literally 20 but cases full book so there’s a practicality of you know my wife and I are both Avid readers and essentially every square inch where we can put books as full so we had to switch to digital. Jason: [2:56] Yeah no I went through a similar Journey I’m in a condo and I imagine we have less storage space than you I say imagine but I know for a fact we have less storage space than you and. Wait it just like I beloved I loved owning these books and I felt good about owning them but like. [3:18] I just didn’t have the space and then when I travel all the time it’s actually annoying to carry books because if you’re going to finish one that means you have to bring to physical books with you and swept them around. On this on the trip so I kind of have pivoted to only owning books digitally and I’ve actually started this. Economically unhelpful habit what I like to do now is I buy the Kindle version and I buy the audible and for most of the books most of the business books that they have this great whisper SYNC feature where you can. Toggle back and forth between the audio book and the Kindle version and it it keeps you synchronized to the place and, what I’ve found that useful for is if it’s a book on listening to and there’s some super important Point that’s made in the in the audio version, I like to stop the audio version crack open my iPad go to the Kindle and it’s already right what I just listened to and I can highlight that, and then you know Kendall has this great feature where Aggregates all your highlights and notes so so it’s almost like I can do I can highlight text in the audio version of the book which is. Kind of cool in handy. Scot: [4:33] Be cool if you had dyslexia do this where you could say have it read it and then pause it and have a highlight like an audio could you do a voice on voice highlight. Jason: [4:43] Not to my knowledge that would be a cool feature Alexa has good features for listening to audible books but I haven’t if there’s a marker highlight thing I have not experienced it yet. Scot: [4:55] Jeff if you’re listening please take that as a feature request thank you. Jason: [5:00] If he’s listening you know he’s listening so then. Scot: [5:01] Yeah I didn’t want to brag but. Jason: [5:04] Yeah I do I also want to address the elephant in the room before we get into the book list of books we were having this conversation offline a little bit. Are books even relevant anymore like is it the like I feel like for a lot of my career books were super important and it was like you know their books that were. Like really influenced how I did my job and things I learned and we’re super valuable. Today like it doesn’t seem like the best source for for timely relevant information. Scot: [5:37] Yeah yeah into that and then you know attention spans I definitely feel it personally and I see it in my kids the social media has given us kind of these this snack size kind of appetite for content right and it’s increasingly hard to just sit down and open up a three or four hundred page book especially like a business book and then you know things are changing so fast. It is hard to find those books they really stand the test of time so so yeah I agree and then you know so because of that we’ve actually thrown in a couple more you know we probably call this a media show not just books because we have a couple kind of streaming TV shows and movies that maybe kind of were interesting to certain folks that don’t want to sit down with a book be it audio or or paper or ebook. Jason: [6:28] Yeah and that is funny because I am. You know I was thinking about the books I wanted to talk about in the show and we’re going to we’re going to go through a bunch of books I actually built a web page with a wider list of book recommendations and so I was like oh this will be my comprehensive list of all the books I’d recommend someone read. And there are a bunch of books that are some of my all-time favorite books that I actually couldn’t bring myself to put on the list because while they were super important when they were written in 1990 or 2,000 or 2010. You know I don’t think they did stand the test of time and so it was interesting to me like a lot of the books that were quote-unquote about retail I feel like retail has changed so much. Heck retails changed so much from three months ago that I didn’t find that those books held up really well but there were a lot of my hall of fame books about like. Customer psychology and those sorts of things which are Super relevant even though they might be 20 or 30 years old so it’s kind of interesting. Scot: [7:30] Yeah absolutely let’s jump into it. Jason: [7:33] Yeah let’s let’s do it so side note if anyone’s listening in the show on exercise equipment we will put a complete list of all the books in the show notes and I’ll put a link to the website I reference so no need to try to take notes during the podcast and with that out of the way let’s jump in what are you reading right now. Scot: [7:53] Yeah I thought we’d kind of cut them into categories and and since we are talking about you know personal development thought we’d start with that category book I read a couple years ago and I just kind of stumbled on this because I started following his daily Paris group periscopes he does a daily kind of a coffee kind of periscope it’s got out Adams the author of Dilbert. So he’s a cartoonist you may think what does this guy have to do with anything well he’s probably the most, educated cartoonist well I don’t know if cartoonist are educated but he has an MBA he’s an economist he’s got you know a lot of different things there he’s a trained hypnotist oddly enough so he wrote a book called. How to fail at almost everything and still win big I wanted to start with that one because it has two big ideas that I found really interesting. So these things you kind of already natural naturally do maybe but it was cool the way he framed him and talked about him so the two big ideas from that book are this concept of using systems versus goals. [9:01] And and this is super helpful because you know he uses a kind of weight loss example where it’s easy to set you know it’s very easy to say hey I want to lose X pounds and then you fall off that pretty quickly because it go like that is increasingly hard to get to if you get off track it’s easy to throw away that goal an example of a system would be you know I’m going to measure my calories every day and make sure I come out Nets X calories and exercise to get there that’s going to be my daily system and if you can kind of commit to a system it’s a lot easier because you can build it into a day it’s easier to track, and then sure enough you look up and boom you’ve achieved your goal be it weight loss or whatnot this one’s really important because. You know I talk a lot to Young Folks at software companies and things and the question I get is like how do I organize my day and that’s kind of part of the system to is making sure that your so let’s say you’re just starting out in a sales career or something, spend time prospecting spend time managing your pipe and build a system and then improve that system over time and before long, got this really great system for managing your life so that’s a really good one Hill goes into a lot more details, the second framework I really like in that book is this idea of continuing to your life to build your skill stack. [10:21] I have a computer software background and knew nothing about Finance marketing I’ve never taken a, ticket some econ classes but I’ve never taken like the classes you would take for a business degree or an MBA so but I’ve learned all that over the years and you know it’s part of my skill stack now so that it’s this really interesting idea of thinking and visualizing right you want to improve your life and your career. What can you add to your skills fact that you don’t have. The third point in that book that’s really interesting is he talks about one of the biggest skills that you can add to that skill stack as persuasion. [11:00] So Persuasions pretty important so you know I’m an entrepreneur so on any given day I’m having to convince you know an investor to invest in my company an existing investor to invest more customer to do something an employee to do something recruiting an employee every pretty much all my day is persuasion convincing this random guy to do a podcast with me those are just examples of you know things that we’ve that use persuasion for so you know as an entrepreneur I use it all the time but even if I know a lot of our listeners you know maybe you’re working in a larger company as kind of a what I would call an intrapreneur you’re kind of on the digital side of a large company well you actually have a bigger persuasion mountain to climb than I do right because a lot of times you got to convince some dude in a store to give you credit for a sale or fill in a word or whatever it is so so I wanted to also fold in here that Scott Adams has two books on persuasion once called win big lie others called Loser think that’s more recent just came out this year. And then so I strongly recommend does to and then he actually I like his approach this a little bit better than some other folks because it’s very practical and he gives you kind of you know, tips that you can actually start to apply like how to pay somebody in these kinds of things but then once you’ve read that then I’m more technical approach is by this guy that’s considered the Godfather persuasion Robert child Nene. [12:26] His two books are influence the psychology of persuasion and then he has a newer book called pre suasion a revolutionary way to influence and persuade. What’s kind of mind-blowing about, this is what you get your head around persuasion pre suasion is you can actually Prime people to be persuaded faster and easier so that’s kind of interesting there’s actually a step before where you can actually. You get pretty good at persuading people you can get better at doing it quickly by using pre suasion, so those are two that’s kind of a whole class there in that genre of persuasion and the Scott Adams is a really good introduction into this if people haven’t really read on it. Read about it before. Jason: [13:10] Nice I love all of those and it’s funny persuasion I talked about a lot in presentations. And there’s a funny backstory to to the book he was like he was a candidate for his cognitive psychology PhD when he wrote the book and he basically, in his Studies have discovered that we are all hardwired with these cognitive biases. And it dawned on him that evil marketers could use those cognitive biases against consumers and sort of persuade them to, take actions and buy things that weren’t necessarily in their best interest so. Supposedly he wrote the original influence thinking that like you know what have you made consumers aware of these cognitive biases they’d be less likely to be affected by them and so he had this altruistic goal of like informing people so they wouldn’t be, manipulated and the book became a global international bestseller because every marketer in the world. But the book has a manual to use to trick consumers into buying things. [14:17] So I just love that story I’m a big fan of that category 2 and I actually am reading a new book that just came out last month that’s in the sort of. Cognitive psychology space it’s called The Catalyst how to change anyone’s mind and it’s by an author I like Jonah Berger Joan has a professor at Ward and I think and, he wrote a previous book called contagious and contagious was all about like what are the attributes that causes something to go viral and it became kind of a, Bible in the social media space and so this new book, is about how to actually convince someone to change their mind and like early in the book he makes the point that like you know most people’s inclination is to, argue with people or debate with people which is an entirely unsuccessful way of getting someone to change their mind and so he. He works across all these different Industries and he finds case studies with like. [15:19] The FBI’s best hostage negotiator right and he makes the point that hey you think about this hostage negotiator and he’s got to convince. Someone to do something that they absolutely don’t want to do that’s going to have a horrible outcome for them right so give yourself up, and go to prison and so he talks about like the tactics that that negotiator uses and the approach they take, the try to successfully you know have these like super high stress situations come to us more safe, conclusion by getting the the criminal to change their mind and so it’s fascinating and there’s a bunch of sort of practical advice if you really want to change someone’s mind versus just, feel good about arguing with someone it’s super helpful book so I think it’s a good tool to put in the marketing Arsenal. My other recommendation in this category is a new book that just came out this year called restoring the soul of business staying human in the age of data and that’s written by Richard tabaka Walla and I think it was released this January. Scot: [16:29] Hey Jason you know Richard Wright. Jason: [16:31] As a matter of fact I do he’s a longtime former coworker of mine and I actually invited him on the show, so without further ado, please welcome to the show the former Chief growth officer publicists gentleman who was named by Time Magazine as one of the top five marketing innovators in the world and a guy who could get me fired with a single phone call, Rishad tobacco Wawa. Rishad: [16:57] Thank you very much and I’m glad to be here. Jason: [16:59] We are thrilled to have you Rashad you know we did overlap at publicist and a fun fact I don’t know you had a much longer and more storied career their than I have had but I have an annual review every year and I always sit down with my boss, and he asks what my career aspirations are and I say well my ultimate goal is to be Rishad. Rishad: [17:19] Well who are you are you have you lack imagination. Jason: [17:23] Yes I could see how that would be your perspective but my boss is perspective is that I should set more realistic goals. Rishad: [17:29] That’s great. Jason: [17:31] But all joking aside you you’re someone that has done almost every role in boob assist your, super beloved and as you are stepping down from a full-time role at poobah says you’ve had this like I want to call it like a year-long victory tour where I feel like you visited every office and all your old friends and you just have this. Never ending stream of Twitter photos of you with. 10 20 30 year friends that you you worked with that are now all the luminaries and leaders of our industry and it’s like I think it speaks really well to you this enormous network of people you. You’ve cultivated that all these act in public like they love you. Rishad: [18:16] Yes it’s either that or I have to like two pictures over the years one of the two. Jason: [18:20] Exactly well I’ll let our listeners be the judge but I do want to get your book and talk about that but a tradition we have on the show is before we get into that we like to get a kind of brief. Um synopsis of your career and how how you sort of develop the point of view that you shared in the book so can you share with our listeners your background. Rishad: [18:43] Sure absolutely so I grew up in India came to the United States after getting a degree in advanced mathematics to get an MBA at the University of Chicago. And I started my career with a company called Leo Burnett which is that advertising agency. And I thought I’d stay there for two to three years and 37 years later I was still there. The last time my business card said Leo Burnett was sometime in 1994 which is about 25 years ago. I worked in account service on big class like PNG. And then moved into our direct marketing department and saw something called digital in 1994-1995 launch one of our first digital agencies. Then helped launch Stockholm which is what about media companies. And then we merge with another company eventually we got bought by publicist in 2002 which is about 18 years ago. And over the years at Goldman says I helped build the case for some of our digital companies that we bought each digit SI cherries a fish and for the last five six years, I served what was the direct wobblers sort of the board as both the chief strategist and the chief growth officer. [20:03] At about two and a half years ago as Maurice Levy step down and he was the CEO. And I’d work with more recent another gentleman coach actors who are 25 years. I sort of said at some stage I need to do something different and once they were convinced that what I wanted to do was be a writer and speaker. And I could still be related with the company we began a transition which is sort of that to are you talked about. And I am still senior advisor to the group I still have an office my key card still works but I no longer am a full-time employee which means I have no clients to look after. No boss and nobody working for me otherwise still connected in some way to the company and my focus really is writing this book which I began about three four years ago with Concept and thinking about it. And the basic Trend was I was getting a little bit worried. [21:02] That as the world was becoming more data-driven more digital more math driven. That companies were making mistakes of becoming too left brain. And I call that the spreadsheet will be coming spreadsheet driven companies and I believe that successful companies need to combine the spreadsheet which is obviously very important that the data. But combine also that with the story which is the people that culture. The values and and thinking about it over 3/4 years I began to realize that companies that combine the two, what companies that actually did well and companies that tilted either two words the spreadsheet too much like let’s say a Wells Fargo you began to open Fake accounts or like Boeing ship the plane which wasn’t ready. On the other hand if you watch was too much to the right you end up ended up with a company like we work which is all story but total bullshit at least from an economic perspective. Jason: [22:03] It’s a story just not a true story. Rishad: [22:05] It’s not a true story exactly so the whole idea is if it’s all story without a spreadsheet you have we work it’s lots of spreadsheet without a story you’ve got to Wells Fargo. But you combine the two industry after industry companies that combine the two. Not only are more successful in the near-term but their stock price does well and in every sort of stuff and it says compared your Southwest United Airlines or, you know Pixar / Disney to a lot of other companies or Costco to the old Walmart and you began to see that. This this basic belief that was all about that data and math was actually very short-sighted. And in fact heard companies more than help companies and given that I was a digital Pioneer have an advanced degree in mathematics and people think I know the stuff I’m not anti math anti data anti digital anti anything. And so that’s how I read what I wrote for book and surprisingly it appears that I wrote the book for a post covid-19 world so people said you know this was going to happen and I said no. The book is as in fact it resonates even more today than it did two months ago. Jason: [23:21] That is awesome and it’s great that it’s even more topical I still have to imagine from your Publishers perspective it’s not optimal the launch a book when you like can’t fully go on a book tour right. Rishad: [23:33] Yeah well I was somewhat fortunate in the fact that because the book came out on January 28th in the United States and Feb 20th outside the United States and I had started sort of promoting the book. Immediately unlike January 1 as soon as the holidays were over so I got to be on the road actually from Jan 1 to approximately March 7. So I was had good eight nine ten weeks of doing so now we’ve somewhat slowed down but I have one particular advantage. To really one is as you know Jason. When I speak I speak without notes or slides or multimedia which basically makes me a very zoomable Sky possible. [24:25] Speaker and so I’m still speaking which helps on the book tour without actually physically going anywhere. But the second thing that helped you know to a great extent was the fact that my book actually. Resonates with the times that six of the twelve chapters seems to have been written specifically for today’s world like I have a chapter on how you manage workforces. When they’re not all together in one place have a chapter on how you lead when you’ve got tough times and so those two things which is my ability to basically speak without notes and the fact that people are very hungry, in this including our chapter on when you’ve got time how to use it. And also how to upgrade your mental operating system all of which what people are doing so it turned out to be. I wish we weren’t in these circumstances but it’s turned out to be all right but I’m looking forward to going back into the work you know the world out there, and and because I was writing about humans and not about an event in time the book doesn’t age so the fact that there’s a pause in the book tour doesn’t hurt because when it starts it won’t be. Problematic. Jason: [25:42] Be dated at all when you. Rishad: [25:43] It won’t be dated at all if I could be more relevant on the other hand. You know it’s not pleasant to see what we as a society are going through some writing a lot these days and I’m trying to think of the positive side of the troubles we are in. And so the framing some stuff from my book I call this era which I think is so not the Great Recession that we occurred in 2008 2009 but I called this era that we’re about to enter the Great reinvention. Because I truly believe that people are going to come out of this different than when they went in one because. Nothing like this has happened before in my 40 years if I could most people’s lives and which is everybody in the world is affected all at the same time. Which is rare the second is we all are effective for 60 to 90 days, and habits change in 60 days so either you start or stop doing things in 60 days then when you restarted it’s very different and very you know unusual. And so I do believe coming out of this people are going to be looking for safety they going to be looking for society they going to be looking for security it’s going to be a different world and so I’m thinking a lot about that these days. Jason: [27:01] Yeah I feel like another thing I saw you talk about when you were talking, sort of coming in the book on social media that really resonated with me is hey everyone saying we’re working from home we aren’t really this is not work from home this is work under duress. Rishad: [27:18] Yes so the key is this is completely work under duress because you know we have three big challenges and that is everybody who’s listening to this so the first. As long as you’re a human being I think you have these three challenges but it’s sort of differentiates a little bit on you know what your state in life is ETC. The first one basically is we are extremely anxious about own health, help us people our parents our kids our team members so you know you normally don’t work from home with this anxiety that people are dying in the thousands and you could, get that if you go to the grocery store so that’s number one, the second is you basically have this particular area of fear and the biggest fear that we have R2 and most of them are around economic, which is will my job still exists because every day you see companies layoffs, between 10 to 50 percent of furlough between 10 and 50 percent of the employees, so that’s the second one in the third is uncertainty which is when will this end how will this end and nobody works from home under those circumstances where you basically have kids sitting in the house with you. We shouldn’t be there worried about your health what about going to the grocery store water that your job will disappear. Right there is not under any circumstances working from home is basically working under duress. Jason: [28:47] Yeah no I totally resonated it is funny like I like you travel a lot and so when I’m home I often do work out of my home office and free pandemic. I would be super concerned about my family interrupting a work conference or something like that and I if it ever happened I’d be really embarrassed and one of the things that’s been kind of funny about our present circumstances is I have kind of a cute I won’t tell him this but but acute four and a half year old son and now I almost create an opportunity for him to come in and interrupt every meeting because it’s almost expected and appreciated and. Makes me feel it helps me like form a more personal bond with the people I’m interacting with. Rishad: [29:32] So I actually posted something that was it’s a real story and it happens to be the CEO of one of our very large clients. His mate his name is Laxmi under a salon and he’s the CEO of record been Seeker or now known as RB. Which happens to make products like Lysol. His products actually are doing very well there Lysol and they’re like Trojans and apparently you know condom sales are going up in Lysol sales are going up. And he basically there’s an interview with HIPAA The Wall Street Journal and literally the way it ends is his mother he’s living in London with his 79 year old mother, and his mother comes in and says you have not taken the garbage so he stops his board meeting and takes the garbage out. Jason: [30:19] Yeah I love that the. I did want to pick one bone I do have a small bone to pick with you though you you referenced earlier than no slides thing. [30:31] And this is funny one of the reasons that I think of you frequently in my career is because but you do do a ton of, client and public presentations in your you know very in demand public speaker and as you noted. You never use slides I’ve watched you from the the wings a lot and it seems like, you’ve jotted down you know the key bullet points that you want to discuss on a napkin or something and and you walk up there and had this really engaging conversation with the audience and it feels like. There’s there’s less Detroit as between you and your audience and I feel like it really facilitates you, um sort of having a bond with them and it feels more interactive and authentic which is all great, I also do a lot of public speaking and I use a ridiculous amount of slide so a it always makes me feel bad about myself because I feel like. I’m using a prop that you don’t need but but even worse than that, I’m usually doing those slides at like 3 a.m. the night before the presentation and I’m thinking to myself you know Richard went and had a nice dinner had a cocktail use the cocktail napkin to jot down his notes for the presentation tomorrow and got a good night’s sleep and I’m sitting here at 3 a.m. You know trying to find the right image to put into a stupid PowerPoint deck so I. Rishad: [31:58] Difference the big difference is when I see your presentations I enjoy that and I say thank God I don’t have to do such amazing presentation. Because the big difference is while you do have amazing slides you you use them as a backdrop but you speak without you know reading numbers from them or reading words from them, you basically use them as sort of a prop but not as some kind of crutch so a lot of people use things as a crutch you don’t use it as a crutch use as a prop but the two reasons of the two or three reasons that I don’t do the slides one is because it requires work. Oh I just you know I’m down lazy but as importantly when you do slide somebody then says they want to see them and that requires like having a meeting to prepare the meeting which is a bit difficult. But the most important reason and this you can’t do obviously because you share a lot of very valuable information which requires you to have those slides because when I look at your slides this isn’t just like a using slides because you, using them because they actually add to the show but one of the reasons why I don’t use slides and why you actually don’t use them as much as you think you do. [33:09] When you don’t use slides people play the slides in their head so when I’m speaking. Actually there is a slideshow going on it’s sort of like a form of radio it’s like the theater of the imagination and what I began to realize is people think I’m speaking to all of them because they’re visualizing. Their own slide where and that became what I found is very powerful which is not only if it was just that I’m going to save time and be lazy that doesn’t make a good presentation I’d get fired for doing that, it’s because actually if you think hard enough about the audience and you customize it which is what I do. People in the audience that actually played in their own minds I think you wrote everything just for them. Jason: [33:57] Yeah that’s awesome. Scot: [34:00] Jason speaks people close their eyes and envision the slides and sometimes they make kind of light snoring noises. Rishad: [34:08] Yeah but you know what happens is he has so many slides you gotta Clyde’s are so strange, got to have a look at that because you’re seeing this big car wreck train wreck happening and you’re trying to figure out like how is this going to play out that’s what you’re going because you should see a slides they’re almost like. It’s this almost like Van Gogh on drugs. Scot: [34:29] This is fun we get to team up on give Jason her time I like this. Jason: [34:34] In my defense and I feel like you gave me a nice compliment their Rishad which I really appreciate but the in my defense it is true like my sides tend to images that support whatever story or point I’m trying to make as opposed to, actually having the information on the slide and so the one thing I do dread is for your point like when a client or show organizers like hey can you send me your slides in advance or can you do and I’m like, well I can but they would make no sense because they’re not the content like they’re not the story, you know it’s like it’s kind of like asking to see the illustrations from a book without saying the words. Rishad: [35:14] Exactly exactly at that so that that’s out of the way it is and so what are the the you know the fun ways I try to sort of also redo. Just like I thought of rethinking the presentation. You should as you’ve read my book what’s unusual is I read mented the book without people without changing the format of the book so the, it’s obviously available as a book at an audible at a Kindle and everything else but, I sort of thought about that most nonfiction business books tend to only have one good chapter and then somebody just repeats and repeats and repeats, and so I decided to write 12 different books instead of it being a book of essays is actually a theme and the theme is the story of the spreadsheet. That’s I basically said I’ve written the first Spotify playlist of a book where you can basically read every chapter in any order. And as a result people that Amazon are now asking the question how come they don’t have a shuffle mode on Kindle. Scot: [36:14] The other question you kind of outlined companies that are to Excel and opposite in the Spectrum do you have a case study of a company that kind of does a good blend between the two. Rishad: [36:29] Yeah so I would basically say that in every category I select having in almost every category I could name like one particular leader. So in in the world. So the film for me the leader always was Pixar because Pixar basically told amazing emotional stories using state-of-the-art technology. I basically think about it pizza delivery it’s Domino’s, right the improves their Pizza they basically read the very thought of themselves as a Distribution Company or logistics company that delivers pizza. But they really want to own the entire category of pizza so they’re willing to give you a coupon for Domino’s anytime you buy any pizza so now if you go to a grocery store and you buy a pizza you have think about dominoes, which is absolutely brilliant in Airlines at Southwest compare Southwest to United and I believe that the most. For many years it was one of the most underrated technology companies don’t of course that was not underrated was Adobe so if you look at the decisions that adobe made in Adobe right now is the second most valuable Enterprise technology company after Microsoft. [37:40] And so categoria and many see these leaders and I know some of these folks who lead these companies they have these amazing people who combine the spreadsheet on the story and they and and and and often it is leadership that makes the difference if you think about Microsoft. For 10 years its stock price went nowhere and Steve Ballmer yelled and screamed Windows Windows Windows. Write it it stack ranking math machines and everything. In such an ideologue basically came on he gave everybody the spoke growth mindset he talked about basically a becoming a learning organization versus a know-it-all organization, you focus basically on business primarily, right and productivity he got out of a lot of the consumer business with the exception of Xbox and and in effect, and he got rid of the windows Division and the stock price went up fourfold in 3 or 4 years. And he’s a much more Humane boss with a company that is much more people oriented. But on the other hand it’s results are better than anybody’s. And so you know whenever anybody tells me they make decisions with numbers I tell them two things one is you are not human being because humans select with their hearts they use numbers to justify what they just did, and if you work in marketing and tell me you make all the decisions with numbers are in the wrong World on the other hand if you do make all your decisions with numbers and let’s see working in the world of. [39:10] Finans sooner or later you’re not going to have a job because AI does a much better job with numbers and computers do a much better job with numbers than human beings so anytime you make it you saying it’s all about data or All About Numbers my stuff is don’t be silly and for most companies do with the exception of a few like an Amazon a Google or Facebook and a few others. Data is very important but I sort of defined data is electricity. Which is it’s so important that you can’t work in the future without electricity but on the same hand almost no company differentiates Itself by through its use of electricity I don’t see a company saying I use electricity better because I’m better. Different better and so there’s this confusion and that was one of the reasons I wrote this book but it’s it’s kind of remarkable because it’s you know I found that. [40:00] Because the focus is it still help people think see and feel differently about how to grow themselves their teams and their company, that it is resonating with all kinds of people CEO CFO CMOS young people because part of it is it’s training on how to think, and we have forgotten how to do that so big part of this book really is a, you have amazing potential and I call everybody a leader but here are some things that people may have never taught you and you may want to think about and that’s probably why I think people should read the book, which is it will make you more productive as a CFO of a company just bought 300 copies for every employee in his company and I said you’re a CFO what you buying this book called the purpose of business and all of that, he said when I read it and two of The Twelve chapters maybe five percent more productive I decided therefore, that each of my employees will become 10 thousand dollars more productive so what the hell your book will be cause 20 bucks by. Jason: [40:58] Yeah and that absolutely is one of the things I love about the book as I feel like in my day-to-day life, my colleagues and my clients get like really focused on The Shining baubles right like everything’s about the new marketing tactic or the new ad unit or the new e-commerce platform or whatever the widget is and it. In the long run it feels like all of those things. Are only 10% of the business problem and the other ninety percent of the business problem is the people behind those tools and how they work together and how they collaborate and. Um and I feel like your book is a lot of super practical advice about improving the 90%. Rishad: [41:40] Yes and explains what and how to frame the 10% and because I know that 10% so well I can talk about framing that 10% and then focusing on the 90 because I truly believe there are only two ways to change a company. And that is to basically either change the people or upgrade the people mind sense right everything else is a press release. And we don’t play enough attention to that so this basically says a year so you pay attention which is if you get upgrade the ninety percent of the people, how they work the talent the skill sets the company will do better it’s not different than you know world class sports teams usually world class sports teams have a disproportionate share of talent, and then they have a coach that make sure that they work together and not at counter purposes and they win. Jason: [42:29] Yeah the that is terrific on the flip side though I feel like one of the challenges with your book is because it has these twelve chapters and there, they’re sort of very varied in topic it’s your book is really annoying to summarize. Rishad: [42:45] Yes that and that’s part of the the two parts of the book that is sort of annoying which is what it’s as hard to summarize the way I’ve basically summarized it is it help you think see and feel differently about it to grow yourself your company and your team which is number one, and number two I would basically say is it basically says that for to succeed you have to come by. Everything you know about the left brain part of you which is the spreadsheet out of you and combine it with the story part, add depending on the situation that combination can be 75 30 25 or 25 75 or 50/50 it’s never hundred zero. Jason: [43:26] Yeah. So Rishad apologize we are coming up on time but I do want to let our audience know about one other important Rishad fact. And that is that, in addition to being a great business leader and now author you are very accomplished photographer and it seems like you you use your opportunity to travel all over the world to capture these, amazing landscape and Architectural photography wherever you go. Rishad: [44:01] Yes it’s one of the key things which is you know in fact I mention it there’s a chapter in my book on how to use Stein. And you know one of the key things is I look at photography as a way to see the world differently but also to remember that it’s passing Us by. Which is one of the reasons the opening line of my book is time is the only thing we have, and these days we now truly recognize that time is the only thing we have whether we have too much of it or we are worried that we will die and have too little of it. Jason: [44:33] Yeah I feel like in a pandemic there’s two kinds of people there’s working parents that have none of it and then there’s there’s empty-nesters are people without children that like suddenly have discovered some more of it. Rishad: [44:45] Absolutely absurd. Jason: [44:47] Rishad speaking of time we have sort of ran out of it but I’m thrilled you are able to drive by and I can’t wait for this pandemic to be over so you can get back on the road and you can update your Instagram feed. Rishad: [45:00] Absolutely but thank you again thank you for your audience and thanks to both of you all bye. Scot: [45:04] Thanks for Sean unfortunately I have not read your book but it is on my list and coming soon. So the next category that I wanted to jump into is what I would call start-up entrepreneurial books and again you know this is for my entrepreneur buddies out there most impressive read them but if your intro preneur I think there’s a lot you can pick up from these so I want to start with some of the classics so one of my favorites and I go back to this one probably once every two years just to kind of. Remind myself of some of the concepts is good to Great by Jim Collins, he’s kind of a recluse and he was just recently did a little PR tour so there’s some podcast he did one with see you do it with Tim Ferriss and they do Joe Rogan no I don’t think he did but he did a couple podcast that were were just outstanding he has a little addendum to the book called turning the flywheel where he talks about evidently apparently, he helped to Amazon deliver develop the flywheel that we all talked about all the time and he has a lot of really other interesting examples of flywheels in that little short book. [46:14] This one actually spoke in the same conference with him recently and unfortunately he has passed away in the last year and this is the innovators dilemma by Clay Christensen this one for the longest time I couldn’t understand the early days of e-commerce why big companies were acting the way they were like it was so clear to me that this was going to be the thing and they’re like yeah we’re just going to Outsource this whole thing and it’s going to be a small part of our business and I’m just like. [46:38] Wanting to shake them and say my God can’t you see this is going to be the future and I didn’t understand of have a way to put that into you know understanding why these big companies were so hard to move and then the innovators dilemma came out and I was like this guy totally nailed it he totally just makes a lot of sense now to me another classic one and again for for someone like me that starts these new products and has to figure out all right why isn’t this getting the adoption I want it to how do I how do I. [47:07] Get up that curve is called crossing the chasm and that’s a really good one for any any kind of a start-up any new product that you have out there it’s got a lot of kind of great ideas for every every adoption curve has this dip in it how do you get across that tip that’s the chasm. [47:25] I think that’s Jeffrey Morris all right yep and then so those are kind of what are called Old chestnuts so totally stand the test of time you can pick them up today and they’re so extremely relevant some of the more modern ones there’s one called 0 to 1 by Peter teal this was interesting because people have a kind of a binary reaction to it I just got a funny it says it’s called zero to one you know most startup people don’t like it but then I found a lot of kind of more General business people love it so that’s interesting I’d be interested to hear how readers react to it what am I one of my challenges has been there’s not a lot of books for startups when you get past like a hundred people there’s tons of books for how do you find product Market fit and like the early days of the startup but there’s you’re having historically been a lot of what do you do when you get to kind of like 10 million and a hundred people how do you get 200 million or a billion and this is where probably my most, my most favorite modern book by Ben Horowitz is called the hard thing about hard things and it’s with the first books I found we’re actually kind of explains all the stuff of how you’re going to feel problems are going to hit when you get to like them employee number 200 and all the things you need to do to push through that so that’s one of my favorites. [48:43] Speaking of that earlier stage you know I think I’ve practiced that this, got put into writing as Lean Startup so how do you how do you get something out and get feedback faster that’s pretty much a staple because agile software development is worked its way into all aspects of companies now but at the time it was kind of a weird thing to Think Through. Um it spiffy we have to implement a lot of processes and procedures more so than I’ve ever had to do in any other company so there’s a book They’re called the checklist Manifesto that I found absolutely helpful and then Ben Horowitz just recently came out with a new book that’s kind of moron company culture which is really good what you do is who you are and then one of the last ones in actually want to add another one. [49:29] Is Think Like Amazon we had John Rossman actually on the podcast and I go back to that, there’s a lot of cool Amazon isms in there that I’m using on a daily basis like this concept of a two-way door of if we make a decision let’s be able to get out of it, and I found that a really useful framework there’s like 10 or 20 of these in that book for me that are really helpful to help explain to someone why we’re doing what we’re doing and why would you why would you try this if we just have a plan for I’m doing it well here’s why we don’t want to get stuck on the wrong side of that door for example the other one is Extreme ownership I’m doing this from memory and this is by Jocko will will Nick ex-navy seal my partner is 50 is an army guy and you know when I first read this at kind of it’s all about you know being a Navy SEAL and going out and killing people your kind of like well what’s that have to do with business, and but you know increasingly especially in these times when it does feel like we’re under Fire, I found that a lot of the concepts and that one are really really good and he has a great podcast to Listen to If you want to get super fired up and like where if you’re having a down day and you want to watch some of his YouTube stuff that’s really really good content to kind of get you out of a little bit of a funk or depression. How about you Jason. Jason: [50:56] I think he’s got some Jocko has a couple extremely highly regarded appearances on the Tim Ferriss podcast as well. Scot: [51:05] Yeah yeah absolutely and he’s on Joe Rogan all the time as well. Jason: [51:09] And then for listeners that are following the John Rossman was on episode 181 talking about things like Amazon. Yeah so that’s an awesome list I am reading another book that I would kind of put in this category. The came out this January called future is faster than you think and it’s by this guy don’t. Knew nothing about Peter diamandis and I don’t know if I’m pronouncing his name properly but this is a topic that you and I talked about a lot it’s this this concept of exponential growth. And how everything particularly in technology is getting adopted at a much faster rate than ever before and so it’s kind of. A framework for thinking about how. How to operate in a world in which the future is coming at you faster than ever before and so you know it’s like as we’re doing this podcast Disney plus just got its 50 millionth subscriber right and. Five years ago it took Netflix much longer to get 50 million subscribers and you know way before that it took HBO much longer to get 50 million subscribers so, just kind of a interesting helpful book to sort of help you think about running a business in a in an accelerated world that’s growing at an exponential rate. Scot: [52:37] He said one of the founders of Singularity University with Ray Kurzweil they’re biffle’s. Jason: [52:43] Yeah hence the his hands his love of exponential growth. Scot: [52:47] Yes absolutely it’s kind of interesting because I you’ve seen me talk about this tonight I lead with that example A lot of times of exponential growth and how we’re not used to it it’s really interesting in this world of viral contagions that there is a bunch of people that just can’t get their head around exponential growth. They’re like you know well .01% what does it matter you’re like well you know if you keep moving the decimal every other day that’s a pretty quickly. Jason: [53:16] Yeah I think unfortunately a lot of people are learning about exponential growth in the context of the pandemic right now. Scot: [53:22] Yes yeah the the hard way cool anything else on the general books Journal business set. Jason: [53:30] No I have a longer list again I’ll put on the on the web page but that you know that I think that’s a great great list for now. Scot: [53:39] Cool so then the third category we wanted to talk about is what I would call kind of e-commerce retail digital retail payments and that kind of thing this category I found the ones that hold the better test of time for me and our little more engaging or when I would call business biographies so one of my favorite in the world of retail is Sam Walton made in America this one’s hard to find because it’s out of print so you have to buy it kind of used but it’s really good it’s got a lot of great stories about how CM would just fire around America and you know be over some City and be like we’re going to put the Walmart there anyways in this little. [54:19] Kind of I don’t know what kind of plane it was but and then you know sure enough they would build a Walmart there so that’s a really good one talks about you know the whole concept of Walmart and how I scaled it up that’s pretty amazing in that same genre Ken langone who started one of the founders of Home Depot he has a book called I love capitalism that’s kind of his life story and it talks about. How you used to work for a hardware store and there could be a better way and did the big box thing and it’s really really a good history of retail and you know, just like Sam he’s had a very rich kind of post Home Depot business life also and then as we get into the world of e-commerce the perfect store which is, about eBay from Adam Cohen that was a bit old but still holds up pretty good I think the eBay story is really interesting from a Marketplace perspective the good Google case studies called in the Plex the Facebook one that I recommend is called the Facebook effect, it’s not a salacious as a lot of the other Facebook ones it really talks more about you know the iterative way they built Facebook. [55:27] The best kind of the go to Amazon book is called the everything store, my good friend Brad Stone you can actually find my name in that book if you want to go little spelunking there, and then a bird to little bird told me Brad’s working on maybe either updates that book or a new book so I’ll be kind of watching for that so much happens with Amazon your, but of course regular listeners know we spend half our time talking about all the new stuff coming on Amazon that it’s hard for him to keep that up and then Doug Stevens who is speaks it a lot of the events we go to has a really good book in the world called in the world of retail called re-engineering retail that, I think is interesting and kind of talks more about experiential kind of retail and a lot of the topics you talk about Jason. Jason: [56:16] Yeah yeah for sure all good ones the it’s funny I read a ton of business biographies, and I love reading them I do feel like some of them have these like. Pearls that are Evergreen and some of them are like super interesting at the time but I’m not quite sure have as much legs. [56:40] So you know it is a little interesting but you know other business biographies that I’ve read recently you know not too long ago we had weary and Gracia on from the billion-dollar brand Club, um which is cool because it’s talking about a lot of direct-to-consumer biographies many of those stories are not completely done yet so it feels like, work in progress, um another book that sort of loosely a business biography also on Amazon is Amazon for CMOS which is by Kiri Masters, I’m sorry like that but the book I’m reading right now in this category of. [57:23] Kind of like specific retail advice is called remarkable retail how to win and keep customers in the age of digital disruption, and that’s by another guy in our sort of speaker and social media ecosystem Steve Dennis and he’s a longtime executive JCPenney and then later Neiman Marcus, and so I’ve read the book but it actually doesn’t launch until next week so it’s why it’s releasing on April 14th, and because the pandemic he can’t go on a book tour so he’s having a virtual book launch, on on April 14th at like 4:15 in the evening so if you happen to be listening in this episode before Tuesday I’ll put a link in the show if you want to join the virtual book launch, and I will be participating and having a conversation and there’s going to be several other, surprised e-commerce guest stars so it might be a fun way to hang out on Tuesday afternoon if you’re available. Scot: [58:27] Very cool I’ve never seen the virtual book launch so it’s going to be exciting to see how that goes down I’m look forward to seeing how he signs books across Zoom. Jason: [58:35] Exactly. Scot: [58:37] It’s going to be some way. Jason: [58:39] Yeah I’m leaving that testy. Scot: [58:43] And then for those folks that do not want or need if you’ve read all these books already or you’re not into books that’s not your thing this category is kind of multimedia so shows movies streaming anything in that kind of category one of my kind of all time classic business movies is Glengarry Glen Ross you can’t work with a sales team unless you’ve watched this in this is where all these kind of chestnuts of ABC always be closing coffee sir closer closers there’s a lot of kind of sales people language that comes out of this movie and it really kind of. Catcher some does a good job of you know articulating to people that aren’t in sales what it’s the pressure of being a salesperson can feel like and of course it’s Amplified like like nothing else in the stakes are much higher than in reality but it’s pretty interesting how they do that another fun one is Boiler Room same kind of a thing Wall Street you got to put that in there, classic Michael Douglas Wall Street The Social Network. That’s a really good one to kind of see a dramatization of how Facebook was created at the music and that is exceptional this is one that I find a lot of people haven’t seen it’s called girl boss and it’s on Netflix it’s a Netflix original. It tells the story of how a retailer Jason you got to help me out with her name Sophia Amorosa Zurich. Jason: [1:00:07] That sounds right to me yes. Scot: [1:00:08] Yeah okay so she started this this apparel e-commerce site called Nasty Gal and fun fact it actually started out as an eBay so she started as an eBay seller this is really cool because it kind of shows this and I’m really super familiar with this life cycle because, it might company started a channel advisor we have like thousands of customers like this where you know it started out as she she wanted to make money to go buy something so she started collecting vintage stuff finding it and selling it and then suddenly you know you look up and your apartments full of boxes in your you got a seven-figure eBay business and then she kind of graduated out of that into a retail facility and so that did a really good job kind of showing that lifecycle that that’s really common for a lot of how a lot of e-commerce businesses are born you have to watch office space that’s kind of a classic comedy around kind of what life in the office is like Jason is a consultant I feel like you. You live that every day effectively and then another good one is start up.com. [1:01:15] This is kind of a documentary about these guys that started a company and its classic because a lot of times you see this sad situation where these these Founders will get together they’ve never really met each other and then they spend like the next two years just excruciating Lee arguing with each other and ending up with zero so so this this one kind of covers a situation like that and it’s a good warning of if you’re going to start a company pick your Founders a little bit carefully and then make sure you have those tough decisions early versus at the very tail end of the whole thing. On TV shows I really enjoy Undercover Boss that’s kind of a cool way to see it’s so it’s a little staged and. [1:01:58] More than three or four of them kind of get old but you know if there’s a certain business you want to kind of learn more about it’s a good way to do that shark tank is a lot of fun to watch with the family and kind of guests you know it’s a fun thing to see you know hey would you invest in that company and what do you think their evaluation should be um another really good one is the profit this is on CNBC and this guy you know I was going to name wrongly. Jason: [1:02:20] Marcus Lemonis. Scot: [1:02:22] Leah notice he owns Kemper world you probably got better idea. And all pretty much most the Sporting Goods things except for Dick’s right. Jason: [1:02:34] He’s acquired a number of them recently in bankruptcies so again. Scot: [1:02:39] Martin’s Gander Mountain yep. Jason: [1:02:43] There may be more available in the near future. Scot: [1:02:44] Yeah so a lot of his a lot on the profit you know there’s a good diversity of companies he goes in and turns around but there is a fair amount of retail there they’re not big box they’re usually kind of local retailers, how about you Jason and he anything in the multimedia category. Jason: [1:03:02] Yeah so you know. I like to watch a binge watch shows while I worked out and we’ve all had a little more time to exercise lately so I’ve caught up on a bunch of stuff that was in my backlog, um so I just recently finished the last season of Si

I sat down with Adrien Schmidt, Co-Founder, and CEO at Aristotle, by Bouquet.ai, to talk about AI assistants for big data, product launches, hiring and the most impactful business books.Adrien is an entrepreneur, engineer, and global speaker. On a mission to voice-activate the world's databases, he Co-Founded Aristotle, by Bouquet.ai, with his business partner Marios Anapliotis. He has spoken at events such as Web Summit, P&G's Data and Analytics Summit and Conversational Interaction and is listed in Inc. Magazine as an "AI Entrepreneur to Watch".Before you go, please leave a ⭐⭐⭐⭐⭐⭐ review on Apple Podcast and share the podcast with your friends! Be sure to check out more insights on my LinkedIn page.Follow Adrien online:Learn more about Aristotle Check out Aristotle's TwitterFollow Adrien’s Twitter Connect with Adrien on LinkedInBooks Adrien recommends:Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs AmazonCrossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers AmazonFind out more at https://sergey-ross-podcast.pinecast.co

Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore.Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was perceived as anyone who might potentially buy a product. But there are vastly different optimum buyer types at different times in a product marketing life cycle, and understanding them is pivotal to developing a successful launch strategy.“The Chasm” is the yawning product marketing gap between Early Adopters and the Early Majority, whose buying choices are guided by entirely separate references. That means brands must think about their segmentation strategy as a phased approach to building momentum. How do you target the right early adopters to secure beachheads to the much larger Early Majority? That’s what we explore.The book: www.amazon.ca/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123

stdout.fm 29번째 로그에서는 파이어폭스 애드온 비활성화 장애, GitHub/GitLab 저장소 삭제 공격, MS 빌드 2019 등에 대해서 이야기를 나눴습니다. 참가자: @seapy, @nacyo_t, @raccoonyy Add-ons disabled or failing to install in Firefox | Mozilla Add-ons Blog Rails 6.0.0 rc1 released | Riding Rails 마이크로소프트 비주얼 스튜디오 코드(Visual Studio Code), 원격 개발 기능 지원 | 44bits.io Download Visual Studio Code Insiders 아마존 S3(Amazon S3), 2020년 9월 경로(path) 형식의 API 호출 중지 예정 | 44bits.io Rook v1.0 — A Major Milestone – Rook Blog 마이크로소프트 빌드 2019, 윈도우 터미널 발표 - 파워셸, 커맨드 프롬프트 WSL 지원 | 44bits.io piroor/treestyletab: Tree Style Tab, Show tabs like a tree. Tree Style Tab –

O pós-venda do funil, que gera o efeito em rede através do boca-a-boca, é, segundo Seth Godin, a parte mais negligenciada do funil. Seth cita o livro “Crossing the Chasm - Marketing and Selling Disruptive Products to Mainstream Customers” que descreve o efeito em rede dos primeiros usuários como a forma de cruzar o abismo entre os early adopters e a massa populacional, para gerar escala em um negócio. Essa ponte entre os early adopter e a massa é resolvida respondida em duas perguntas: O que eu vou contar para os meus amigos? Por que eu vou contar para eles? Com clareza na resposta dessas duas perguntas, você consegue moldar o seu marketing no direcionamento de gerar um efeito em rede pelos early adopters. ~ Fale comigo: Instagram / Facebook / YouTube

We’ve all heard the rallying cry to drop RETS and move over to the RESO Web API. What’s been less clear is exactly how to go about making that transition. So, what’s step one? How exactly might vendors help make this shift happen?   Rebecca Jensen is the President and CEO at Midwest Real Estate Data, the real estate data aggregator that provides the Chicagoland multiple listing service to more than 45K subscribers. Under Rebecca’s leadership, MRED was named Most Innovative MLS by Inman News. Rebecca also serves as the Board Chair for MLS Grid, a technology company created by MLSs across the country to deliver on the RESO Standards and provide vendors with a single access point for the data of participating MLSs in addition to a unified licensing agreement, standardized business rules and policing processes. Today, Rebecca explains how the MLS Grid provides both a unified data feed and compliance process. She shares the tech company’s progress in getting the IDX feed and licensing agreements up and running as well as her long-term vision to have all software connect through the platform. Rebecca discusses the cost to vendors to access MLS data through the Grid and walks us through her efforts to facilitate a graceful transition from RETS to Web API. Listen in to understand the opportunity for vendors to test their apps against new systems like MLS Grid and get access to MRED’s step-by-step guide for RESO Web API adoption.   What’s Discussed:    How the MLS Grid serves as a unified platform to deliver RESO standards How the Grid provides a unified data feed and licensing agreement MRED’s step-by-step guide for vendors regarding Web API adoption MLS Grid’s work to finalize VOW and back office licensing agreements How MLSs set prices for vendors to access their data through MLS Grid Rebecca’s long-term vision to have all software connect through the Grid The benefits of the unified compliance process provided by MLS Grid Rebecca’s insight on the different ways to approach consolidation Rebecca’s efforts to transition from RETS to Web API gracefully How long it may take to convert a RETS infrastructure to Web API The difference between an API and the data dictionary itself The need for vendors to test their apps against new systems like MLS Grid Rebecca’s call for vendors and MLSs to plan for Web API adoption   Resources: REALTORS Conference & Expo RESO Conference Mike Wurzer & Andy Woolley on Listing Bits EP035 MLS RoundTable RealTracs Homesnap (BPP) MLS 2020 Agenda Trestle Spark API MLS Aligned Bridge API Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customersby Geoffrey A. Moore   Connect with Rebecca Jensen: MLS Grid MRED LLC Rebecca on LinkedIn

In this episode of The Expat Business Hero I talk (& laugh) with Keven Gambold who created a drone consulting business in the USA after leaving the British Royal Air Force as a Bomber Pilot.  Show Notes:  "How to Blow 1 Million Dollars - An Ex-Entrepreneurs Guide on What NOT to do". By Keven Gambold - Available on Amazon Today Keven runs www.UnMannedExperts.com a leading Drone Consulting Business. In the episode he refers to the book: "Crossing the Chasm :  Marketing and Selling Disruptive Products to Mainstream Customers (available on Amazon)   Subscribe on iTunes

02:54 - How do you know when a project has gone wrong? 07:52 - Setting Expectations Risks and Assumptions 13:22 - Client Relationships and Improving Communication 17:16 - Horror Stories Lawsuits 35:37 - Rescuing a Project (After Things Have Gone Wrong…) 37:42 - Scope, Rescoping Jonathan Stark: First Do No Harm Picks Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) by Geoffrey A. Moore (Philip) Jonathan Stark: First Do No Harm (Jonathan) Creative Class Contract (Jonathan) Facebook Ads Manual: Everything You Need to Know to Get Started by Mojca Mars (Reuven)

02:54 - How do you know when a project has gone wrong? 07:52 - Setting Expectations Risks and Assumptions 13:22 - Client Relationships and Improving Communication 17:16 - Horror Stories Lawsuits 35:37 - Rescuing a Project (After Things Have Gone Wrong…) 37:42 - Scope, Rescoping Jonathan Stark: First Do No Harm Picks Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) by Geoffrey A. Moore (Philip) Jonathan Stark: First Do No Harm (Jonathan) Creative Class Contract (Jonathan) Facebook Ads Manual: Everything You Need to Know to Get Started by Mojca Mars (Reuven)

In today's design oriented Art of the Kickstart interview Danilo Malanczyj shares his four year struggle to free folks from the inability to hold today's all important smartphone. Our magnetizing maker is making this happen with Clipless. The Clipless Campaign Success Quote "You miss 100% of the shots you don't take." -Wayne Gretsky Links GetClipless.com Influential Books Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)   Kickstarter Love Pebble Smartwatch Connect with Danilo @GetClipless Clipless' Facebook Love the Show? Leave us a Review

There once was a time when technology was sold just to business to help create new and “softer” consumer products.  Today, we know there is a mass market for technology itself and it’s often sold directly to consumers.Given that new, particularly disruptive, technology usually begins with a blank page, an audience of zero for products that did not exist, how has the market for these products changed and what’s the nexus with our habits and adoption of the technology itself?Geoffrey Moore’s book Crossing the Chasm, has long been the bible for entrepreneurs  bringing products to larger and larger markets...but what’s different today.?Moore is just out with a new and updated volume, Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers.My conversation with Geoffrey Moore: