In a recent episode of hosted by John Golden with guest Yana Tornoe, the founder of “Question-Based,” shared her expertise on building the “0 to 1 go-to-market (GTM) motion” for an AI startup. This comprehensive blog post delves into the key themes discussed in the episode, offering actionable advice and detailed insights for AI entrepreneurs and tech enthusiasts.

Understanding the “0 to 1 GTM Motion”

What is the “0 to 1 GTM Motion”?

The “0 to 1 GTM motion” refers to the critical phase in a startup’s journey where the focus is on achieving product-market fit. This involves validating that the AI solution addresses a genuine market need and aligns with how it is marketed and sold. Yana emphasizes that this stage is about experimenting with different value propositions and market segments to find the right balance between the product vision and market demands.

Key Steps to Achieve Product-Market Fit

1. Identify a Significant Pain Point: Start by understanding the market and identifying a real problem that your AI solution can solve. This requires thorough market research and engagement with potential customers.
2. Experiment with Value Propositions: Test different value propositions to see which resonates most with your target audience. This may involve pivoting your approach based on feedback.
3. Gather Data and Insights: Collect data during the early stages to refine your offering. This includes feedback from potential clients and performance metrics of your AI solution.

The Importance of Proactive Market Research

Starting Before the AI Boom

Yana shares that her team at “Question Based” began their journey just before the AI boom at the end of 2022. They were already engaged in understanding how teams organized their knowledge and sought ways to extract valuable information from their workflows. This proactive approach allowed them to identify a real problem that companies faced, which ultimately informed their AI-driven solution.

Benefits of Early Market Positioning

• Early Adoption: Being an early player in the market can position your startup as a leader when the demand for AI solutions surges.
• Valuable Insights: Early engagement with potential clients provides valuable insights that can help refine your product and marketing strategy.

Addressing Skepticism and Building Trust

Overcoming Initial Skepticism

When “Question Based” first pitched their AI knowledge base integrated with Slack, many potential clients were skeptical. At that time, AI was not widely accepted, and the concept of an AI tool for knowledge management felt foreign to many organizations. However, this early positioning in the market proved advantageous as interest in AI solutions surged.

Building Trust with Data Security

John and Yana discuss the importance of data security and keeping company data isolated. Yana reassures listeners that “Question Based” operates in a manner that protects client data, ensuring that it remains within the company’s own information ecosystem. This aspect is crucial for organizations concerned about data privacy and security.

Differentiating Between AI Bots and Agents

AI Bots vs. AI Agents

Yana explains the distinction between AI bots and agents:

• AI Bots: Excel at performing single tasks, such as answering questions.
• AI Agents: Represent a more advanced capability, handling multi-step workflows and taking actions on behalf of users, such as updating records in a CRM system.

The Evolution of AI Capabilities

The evolution from AI bots to agents is a significant trend that organizations are beginning to recognize. This shift allows for more complex and integrated AI solutions that can enhance productivity and efficiency.

Navigating the Changing AI Landscape

Initial Hesitation and Growing Acceptance

Initially, organizations were hesitant to adopt AI solutions. However, as tools like ChatGPT gained popularity, companies became more open to integrating AI into their workflows. This shift has led to a greater willingness to experiment with various AI tools.

The Importance of Data Quality

Yana highlights that many enterprises struggle with outdated or duplicated data, which can hinder the effectiveness of AI solutions. Organizations must prioritize data cleanliness and integrity to fully leverage AI’s potential.

The Role of AI in the Workplace

AI as an Assistant, Not a Replacement

Rather than replacing jobs, AI is increasingly seen as a tool that assists human workers. The concept of the “human in the loop” is becoming more prominent, where AI supports employees in their tasks rather than taking over entirely. This collaborative approach ensures that AI tools are used effectively and responsibly.

Enhancing Tool Adoption and Retention

Seamless Onboarding Experience

With the rapid proliferation of AI tools, users often switch between applications, seeking the best fit for their needs. Yana explains that “Question Based” focuses on creating a seamless onboarding experience that delivers immediate value to users. By leveraging AI to simulate success loops—where users can quickly ask questions and receive answers—Yana’s team aims to enhance user engagement and retention.

Extracting Valuable Insights from Communication Channels

Yana elaborates on how “Question Based” addresses the challenge of extracting valuable insights from chat histories in platforms like Slack. By integrating AI, “Question Based” helps companies sift through their chat histories to identify and document valuable insights, ensuring that knowledge is not lost in the fast-paced environment of modern workplaces.

Future Vision for “Question Based”

Enriching Integrations and Expanding Capabilities

Yana shares her vision for the future of “Question Based,” highlighting the importance of enriching integrations and expanding the platform’s capabilities to support various workflows. As organizations increasingly rely on tools like Slack, Yana envisions a future where “Question Based” can seamlessly integrate with other systems, providing users with verified information directly within their existing workflows.

Conclusion

This episode offers valuable insights into the challenges and opportunities of building a go-to-market strategy for an AI startup. Yana’s experiences and perspectives shed light on the importance of understanding market needs, ensuring data quality, and fostering collaboration between humans and AI. As organizations continue to navigate the evolving landscape of AI tools, the conversation underscores the significance of creating solutions that genuinely address user needs while maintaining data integrity and security.

By following the actionable advice and detailed insights shared in this blog post, AI entrepreneurs and tech enthusiasts can better navigate the complexities of the “0 to 1 GTM motion” and build successful AI startups that meet the demands of the modern market.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

In today’s fast-paced business world, sales and marketing teams need to align to drive revenue. To improve customer satisfaction, and build a competitive edge. However, these two interdependent departments often operate in silos, which leads to misunderstandings, inefficiency, and missed opportunities. This article examines the importance of aligning sales and marketing, the challenges that hinder this alignment, and strategies to foster a more collaborative, effective partnership.

The Importance of Sales and Marketing Alignment

Sales and marketing teams share a vital goal: driving business growth by acquiring new customers and retaining existing ones. However, their methods and priorities often differ. Sales focus on converting leads into paying customers, while marketing concentrates on generating leads and building brand awareness. Misalignment between these teams can lead to the following challenges:

1. Inconsistent Messaging: Sales and marketing may communicate different value propositions to potential customers, diluting the brand’s overall message and reducing trust.
2. Inefficient Resource Use: Without alignment, marketing generates untargeted leads that sales finds challenging to close, leading to wasted resources.
3. Subpar Customer Experience: When sales and marketing aren’t aligned, customers experience disjointed interactions, harming satisfaction and reducing loyalty.

Proper alignment between sales and marketing can strengthen brand messaging. It will improve lead quality, and enhance customer experiences, ultimately driving long-term growth.

Challenges to Sales and Marketing Alignment

Several obstacles often prevent sales and marketing teams from collaborating effectively, including:

1. Divergent Goals and Success Metrics: Sales teams are usually evaluated on revenue targets, while marketing is measured by lead generation and brand awareness, leading to conflicting priorities.
2. Limited Communication: A lack of communication and collaboration between sales and marketing breeds misunderstandings and disrupts alignment.
3. Insufficient Data Sharing: Without shared data and insights, it’s challenging to create targeted marketing campaigns and develop effective sales strategies.

Overcoming these challenges is crucial to build a cohesive approach that drives business growth and customer satisfaction.

Strategies to Align Sales and Marketing

Organizations can bridge the gap between sales and marketing by implementing these strategies:

1. Align Objectives on Shared Goals: Set common goals focused on customer acquisition costs, conversion rates, and lifetime customer value to unite both teams.
2. Open Communication: Encourage regular meetings, joint planning sessions, and cross-functional training to deepen understanding of each team’s priorities and challenges.
3. Centralized Data and Insight Sharing: Implement a CRM that stores customer data in one accessible location, allowing both teams to extract valuable insights.
4. Unified Buyer Personas: Collaborate on creating detailed buyer personas that guide marketing actions and keep the sales strategy aligned with target audiences.
5. Sales Enablement Strategy: Equip sales teams with essential tools, relevant content, and training to help them effectively engage and close deals with customers.
6. Continuous Feedback for Improvement: Regularly collect feedback from both teams to refine strategies, address challenges, and enhance overall performance.

With these strategies, companies can foster a more cohesive and productive relationship between sales and marketing.

Final Takeaway

In today’s competitive landscape, aligning sales and marketing teams is essential for driving business success. By understanding the reasons behind alignment, tackling the common challenges, and applying effective strategies, organizations can build a more collaborative and productive partnership between these critical departments. As sales and marketing work together more seamlessly, organizations can accelerate revenue growth, boost customer satisfaction, and achieve greater momentum in the market.

In a recent episode hosted by John Golden welcomed Brian Bradley, an asset protection attorney, financial planner, and author of the book “Overexposed.” The discussion centered on the critical topic of asset protection strategies, aiming to educate listeners about common pitfalls and effective methods for safeguarding their assets. This blog post will break down the key insights from the episode, providing actionable advice and thorough explanations to help you protect your assets effectively.

Understanding Asset Protection

The Importance of Proactive Planning

Brian Bradley emphasizes that asset protection is not a reactive measure but requires foresight and strategic planning. Many individuals delay taking action until they face legal issues, which is a significant mistake. Asset protection involves creating a legal barrier between your assets and potential creditors, and it must be established before any legal claims arise.

Common Misconceptions

One of the most common misconceptions is that asset protection is about evading taxes or hiding assets, which is illegal. Instead, it is about ensuring that your assets are shielded from potential lawsuits or claims. Another misconception is that forming an LLC provides comprehensive asset protection. While LLCs are a useful tool, they are often misunderstood and are just the first layer of protection.

Key Strategies for Asset Protection

1. Limited Liability Companies (LLCs)

Brian Bradley explains that LLCs are a foundational tool in asset protection. They provide a layer of protection by separating personal assets from business liabilities. This separation can be crucial in preventing personal assets from being at risk in the event of a lawsuit against a business.

Actionable Advice:

• Form an LLC: If you own a business, forming an LLC can help protect your personal assets from business-related liabilities.
• Maintain Proper Records: Ensure that you maintain proper records and follow corporate formalities to uphold the LLC’s protective benefits.
• Use Separate Accounts: Keep personal and business finances separate to avoid piercing the corporate veil.

2. Limited Partnerships

Limited partnerships offer additional protection by separating management and ownership. This structure is particularly beneficial for individuals with significant assets or those in high-risk professions, such as doctors or real estate investors.

Actionable Advice:

• Consider a Limited Partnership: If you have significant assets or are in a high-risk profession, a limited partnership can provide additional protection.
• Understand the Roles: In a limited partnership, there are general partners who manage the business and limited partners who invest capital but do not participate in management.

3. Hybrid Trusts

Hybrid trusts combine the strengths of offshore and domestic asset protection trusts. They offer robust protection without the complexity and expense of offshore trusts.

Actionable Advice:

• Evaluate Your Risk Profile: Determine if a hybrid trust is suitable for your level of risk and asset base.
• Consult with a Professional: Work with an asset protection attorney to set up a hybrid trust tailored to your specific needs.

Profiles That Benefit from Advanced Asset Protection

Brian Bradley identifies high-risk professionals, such as lawyers, doctors, and first responders, as ideal candidates for advanced asset protection measures like hybrid trusts. Anyone with a net worth of around one million dollars or more and exposure to potential lawsuits should consider implementing these strategies.

Working with Qualified Professionals

Brian Bradley advises listeners to seek legal counsel rather than relying on salespeople who may not have their best interests at heart. A comprehensive risk assessment is essential to determine the most appropriate asset protection measures based on individual circumstances.

Actionable Advice:

• Seek Expert Advice: Consult with a qualified asset protection attorney to develop a tailored strategy.
• Conduct a Risk Assessment: Evaluate your assets, liabilities, and potential risks to determine the best protection measures.

Additional Resources

Brian Bradley has developed an educational platform, to provide valuable content, including case law and educational videos. This initiative aims to demystify the complexities of asset protection and offer guidance to those seeking to safeguard their financial futures.

Conclusion

This episode of expert insight interview serves as a valuable resource for anyone looking to understand the complexities of asset protection. Brian Bradley’s insights shed light on common misconceptions, the importance of proactive planning, and the various strategies available to safeguard assets against potential legal claims. For those interested in learning more, Brian’s book “Overexposed” offers further guidance on navigating the world of asset protection.

By implementing the strategies discussed in this episode and seeking professional advice, you can take proactive steps to protect your assets and secure your financial future.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Grocery shopping often accounts for a significant portion of most people’s household budgets. Regular trips to the supermarket can quickly add up, no matter how carefully you plan. And with the rising cost of living and the steady demand for food and household essentials, many families will find themselves looking for ways to trim expenses without sacrificing their needs.

Sales periods offer a prime opportunity to maximize your grocery budget, but without a clear strategy, they can just as easily lead to overspending. Discounts and promotions can lure you into buying items you wouldn’t typically need, or in quantities that are impractical. You’ll need to plan ahead and tackle these sales with a level-headed mindset—an approach that can result in substantial savings and help you avoid the common pitfalls that undermine your efforts.

In this article, you’ll find practical tips to help you make the best out of supermarket sales. These strategies are designed to ensure that you make the most of your shopping experience while keeping unnecessary spending in check.

1) Take Advantage of Loyalty Programs and Special Offers

Today, grocery stores are increasingly relying on loyalty programs to reward regular customers. From digital coupons to exclusive promotions, these programs are meant to provide various ways to save, but many shoppers overlook them.

Sign up for your favorite store’s loyalty program or download their app, and you can unlock discounts that aren’t available to the general public. You might even earn points or cashback to make your future shopping trips more affordable. The key is to consistently use these rewards to maximize savings— especially during sales, where the discounts may stack for even bigger deals.

Fans of Landers Superstore in the Philippines have an immediate way into exclusive discounts and deals through Maya’s new Landers credit card. The Landers Cashback Everywhere Credit Card also functions as a Landers membership card, which means cardholders automatically gain access to the latest in-store promos, exclusive discounts, and much more.

This card also rewards you richly for your spending at Landers—you can earn up to 5% cashback on all transactions made at the store, which you’ll receive in the form of cashback points. These cashback points automatically convert into PHP 500 Landers vouchers, and you can then use these to save on your next grocery run.

2) Check for Store-Specific Discounts

One of the best-kept secrets of sale shopping is hidden in the aisles of store-brand products. Often, supermarkets will discount their own brands more heavily than name-brand alternatives, offering comparable quality at a fraction of the price. Take time to explore store-specific offerings; you might just find savings on everyday items like pasta, cereal, or paper towels, all without having to give up on quality.

3) Stock Up on Non-Perishables

When non-perishable goods go on sale, it’s the perfect time to stock up. Items like canned goods, rice, pasta, and cleaning supplies have long shelf lives, so they’re ideal for bulk purchases during sales.

Just be mindful of your storage space and the quantities you actually use. Buying more than you can reasonably store or consume leads to clutter and potentially wasted money. Focus on items you know you’ll use over time, and take advantage of the lower prices to keep your pantry well-stocked without overspending.

4) Avoid Overbuying Perishable Items

The thrill of finding fresh produce, dairy, or meats on sale can be hard to resist, but perishables are tricky. While it might make sense initially to stock up on non-perishables, buying too much of what spoils quickly can lead to waste.

Instead, consider what you can realistically use before the items go bad. You can freeze some perishables like meat, bread, or certain vegetables to extend their life, but keep in mind that not everything freezes well. The key here is moderation: buy enough to take advantage of the sale, but not so much that you’re throwing away what you can’t consume in time.

5) Check Unit Prices

The price tag doesn’t always tell the full story, especially when it comes to sales. Sometimes a bigger package might seem like a better deal, but it’s the unit price that reveals the truth.

Most stores list the cost per ounce, pound, or liter on shelf labels to help you compare items more easily. Even when items are on sale, check this metric to make sure you’re getting the most value for your money. A quick glance at the unit price will help you make smarter decisions about what you buy, particularly for bulk purchases.

6) Time Your Shopping Trips Strategically

Timing matters more than you might think when it comes to sales. Shop during off-peak hours, such as early in the morning or late in the evening, to avoid crowds and gain better access to fully stocked sale items.

Many stores also restock shelves during these times, which gives you a greater chance of finding what you need before popular items sell out. Some supermarkets may also offer special markdowns on perishables closer to closing time, and this is a great way to snag last-minute deals on items that need to move quickly.

7) Make a List and Stick to It

Sales may often tempt you into making unnecessary purchases, but the best defense is a clear plan. Create a shopping list to keep you focused on the essentials and avoid impulse buys. Without a list, it’s easy to get swept up in the excitement of a bargain. Do your best to stick to what you actually need and you’ll reduce the risk of overspending and buying items that will clutter your pantry or go to waste.

Supermarket sales will save you the most money if you shop with purpose and strategy. Approach these events with a plan and you’ll find ways to smartly avoid the traps of overspending and waste. In the long run, the smart habits you develop during sales can help you stretch your budget even further.

In a recent episode of the Expert Insight Interview, host John Golden, representing a well-known online sales magazine and Pipeliner CRM, sat down with Scott Weavil, the founder of Sierra Pacific Partners. Scott, an expert in sell-side mergers and acquisitions advisory services for lower middle market businesses, shared invaluable insights on the intricacies of selling a business in this market segment. This blog post delves into the key themes discussed in the episode, providing detailed, actionable advice for business owners considering selling their companies.

Preparation for Selling a Business

Early Preparation is Key

Scott emphasizes the importance of early preparation when considering the sale of a business. The sooner a seller begins to prepare, the better positioned they will be to achieve a successful outcome. Key elements to focus on include:

• Clean Financials: Ensure financial records adhere to Generally Accepted Accounting Principles (GAAP). Buyers are keen on understanding a company’s financial health, and organized, transparent financials can significantly impact the sale process.
• Consistent Sales Growth: Demonstrate a track record of growing sales. This not only makes the business more attractive to buyers but also helps it achieve a higher valuation.
• Reducing Dependency on the Seller: A business that heavily relies on the seller for customer relationships can raise concerns for buyers about its future stability post-sale. It’s crucial to build a robust management team and diversify customer relationships.

Actionable Tips:

• Conduct a financial audit to ensure all records are accurate and up-to-date.
• Develop a growth plan that outlines strategies for increasing sales and market share.
• Train and empower your management team to handle key customer relationships and operational responsibilities.

What Buyers Look For

Key Buyer Considerations

Buyers are particularly interested in several critical aspects of a business:

• Clean Financial Records: As mentioned earlier, transparent and accurate financials are a must.
• Track Record of Growing Sales: Consistent sales growth indicates a healthy and scalable business.
• Business Model Independence: A business model that does not rely heavily on the seller is more attractive to buyers. This includes having a strong management team and diversified customer base.
• Customer Concentration Risks: High dependency on a few major clients can be a red flag for buyers. Diversifying your customer base can mitigate this risk.

Actionable Tips:

• Regularly review and update financial records to ensure accuracy.
• Implement strategies to diversify your customer base and reduce dependency on a few major clients.
• Develop a succession plan that outlines how the business will operate without the seller’s direct involvement.

Market Trends and Buyer Preferences

Current Market Trends

Scott notes that private equity funds are increasingly active in the lower middle market. These funds often seek businesses with recurring revenue models, such as SaaS companies, as they provide a more predictable income stream. While it can be challenging to predict which industries will be hot at any given time, certain characteristics, like recurring revenue, are consistently attractive to buyers.

Actionable Tips:

• If applicable, consider transitioning to a recurring revenue model to make your business more attractive to buyers.
• Stay informed about market trends and buyer preferences to position your business advantageously.

Deal Structures

Understanding Deal Structures

Scott elaborates on the various ways a deal can be structured, distinguishing between equity transactions (stock deals) and asset transactions. Key points include:

• Equity Transactions: Buyers acquire the company’s stock, taking on all assets and liabilities.
• Asset Transactions: Buyers acquire the company’s assets, including goodwill, but not the stock itself.
• Rollover Equity and Earnouts: These terms can significantly impact the seller’s financial outcome. Rollover equity involves the seller retaining a minority stake in the business post-sale, while earnouts are contingent payments based on future performance.

Actionable Tips:

• Consult with a financial advisor to understand the implications of different deal structures.
• Negotiate terms that align with your financial goals and risk tolerance.

Emotional Preparation for Sellers

The Emotional Journey

Selling a business can be an emotional experience for owners who have invested significant time and effort into building their companies. Scott discusses the need for sellers to mentally prepare for the transition, including the possibility of changes in management and operations post-sale.

Actionable Tips:

• Seek support from family, friends, or a professional counselor to navigate the emotional aspects of selling.
• Prepare for the due diligence process, which may involve answering difficult questions about the business.

Valuation Considerations

Understanding Valuation

Valuation is a critical aspect of the selling process. Scott outlines standard methods used to value a business, focusing on the multiple method, which compares the business’s earnings (EBITDA) to similar companies sold. He stresses the importance of realistic expectations regarding valuation.

Actionable Tips:

• Work with a professional appraiser to obtain an accurate valuation of your business.
• Research comparable sales in your industry to set realistic expectations.

The Importance of Working with an Intermediary

Advantages of an Experienced Advisor

Scott highlights the complexities of the selling process and the advantages of working with an experienced intermediary like Sierra Pacific Partners. Intermediaries can:

• Maintain confidentiality during the sale process.
• Manage negotiations and drive the deal forward.
• Ensure a smooth transaction and address any issues that arise.

Actionable Tips:

• Engage an experienced intermediary early in the process to benefit from their expertise.
• Clearly communicate your goals and expectations to your advisor.

Understanding the “Why Now”

Seller Motivation

The episode concludes with a discussion on understanding the seller’s motivation for selling. Buyers want to know the reasons behind the sale, as it can impact their perception of the business and the seller’s commitment to a smooth transition.

Actionable Tips:

• Clearly articulate your reasons for selling to potential buyers.
• Be transparent about your motivations to build trust and facilitate a smoother transaction.

Conclusion

Selling a lower middle market business is a complex and multifaceted process that requires careful preparation, realistic expectations, and emotional readiness. By following the actionable tips outlined in this blog post and leveraging the expertise of an experienced intermediary like Scott Weavil, business owners can navigate the complexities of the selling process and achieve a successful outcome. For further guidance, consider contacting Scott and his team at Sierra Pacific Partners.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Creating a standout brand for a new business stops many in their tracks. Many people are unaware of the branding and marketing needed behind the scenes. Worse, they don’t realize the ridicule about to arrive upon being seen as crazy by those unfamiliar with how everything works. But make no mistake, it is the start of a standout brand!

The lessons that new entrepreneurs learn are:

1. From the start, it is vital to build a standout brand to differentiate oneself from the crowded playing field.
2. Being uniquely different can help one remain in business for the long term.
3. Last, if quitting isn’t an option, unique and seemingly crazy ideas become vital for long-term growth.

Most people fear three topics that create insurmountable stress and feel the need to quit. These include:

• Outside mockery
• Internal uncertainty
• The fear of failing.

When facing these concerns, it’s wise to adhere to Bruce Springsteen’s lyrics; Only the strong survive!”

The first step for proceeding with the crazier idea is to retrain our brain to think positively, including: ‘The lessons I will learn from not succeeding upfront will be most valuable for achieving my goal!’ Moreover, preach that our worst experiences often are our gifts in disguise.

Predicting the future is uncertain at best. We never know 100% whether an idea will play out as we intend it to do until we test the possibilities. We must remain energetic and mentally strong to put up with the harsh commentary surrounding us while dealing with the why and how fixes are needed.

Long-Term Vision

It’s critical not to be blinded by short-term mishaps – the plural is on purpose because many typically occur in the beginning stage of developing our crazy ideas. The better approach is always to have our long-term vision in mind as we slowly but surely create our path to get there, with all the twists and turns included.

Then and Now

Imagine what people might have thought ten years ago about today’s society. What if, the following ideas were expressed out loud concerning:

• Artificial Intelligence
• Robotics
• Space Aliens
• Humanoid Robots

Little doubt exists that much of the population would have downplayed the above. Yet here we are today.

Re-Imagine

Now that you realize how out-of-whack the above ideas may have seemed to most, it’s time to revisit the craziest idea you may have been withholding to bring it into the real world. It’s critical to realize that only you can prevent your idea from happening!

Testing

Announcing and presenting our original idea to the public does not mean the stressful days are over. Testing is perennial as times change; we must continue to test additional add-ons, strategies, and technology, and the list is infinite as nothing remains static.

Success Is Never Final

Those who embrace the idea of ongoing testing become ‘addicted’ to the effort to uncover more empowering strategies to bring their original idea into the limelight, receiving much admiration. Accordingly, the unforeseen publicity encourages further testing to broaden the original idea, as there is always more to be done and better ways to do it.

If you want to succeed, dig deep to confirm your desire. Retiring financially comfortably or creating something out of the ordinary requires dedication and commitment to testing the attention-grabbing ideas that come to mind.

Know that success is never final, and the crazier the idea, the more longevity it will have as possibilities continue to generate further inventions. The bonus of going through the original agony of harsh dismissal to get to the point of feeling successful is knowing that you are living life your way and how it is meant to be.

For more Insights, Visit Elinor’s Amazon Author Page

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Sales Tips: Crazier Ideas Yield Original and Better the Outcomes

Commit to your unique needs, wants, and desires.

1. Focus on strategic efforts for your business to increase attention and attract interest with innovative products and services.
2. Ensure clear and precise communications on every level.
3. Be open to hearing new ideas from your peers, staff, and clientele and errors for improvements.
4. Take longer breaks during the weekend to allow your mind to wander and create new ideas.
5. Experimentation is crucial for finding the right formula for you and your business; be willing to test, revise, and re-try.
6. Know that errors frequently point us in a better direction.
7. Commit to ongoing testing.
8. ‘Don’t give up – find a better way!’
9. Celebrate Success!

In a recent episode of the Expert Insights Interview, John Golden from Sales POP! Online Sales Magazine and Pipeline CRM sat down with Leslie Zane, an award-winning marketer, TEDx speaker, and the founder and CEO of Triggers, a brand consulting firm rooted in behavioral science. Leslie is also the author of “The Power of Instinct: The New Rules of Persuasion in Business and Life.” The conversation delved into the profound impact of the unconscious mind on brand decision-making, the importance of familiarity in branding, and the concept of the “brand connectome.” This blog post will break down the key insights from the interview, providing actionable advice and thorough explanations to help you leverage instinctive triggers for brand growth.

The Role of the Unconscious Mind in Brand Decisions

Understanding the Unconscious Mind

Leslie Zane emphasizes that traditional marketing has long focused on persuading the conscious mind, which is skeptical and resistant to change. However, the unconscious mind, which makes up 95% of our decision-making, is far more malleable and receptive to ideas. By targeting the unconscious mind, marketers can more effectively shape brand perceptions and drive consumer behavior.

Actionable Tips:

• Leverage Behavioral Science: Incorporate principles from behavioral science to understand the unconscious drivers of consumer behavior.
• Create Emotional Connections: Develop marketing strategies that evoke emotions, as the unconscious mind responds strongly to emotional stimuli.
• Use Storytelling: Craft compelling stories that resonate with the unconscious mind, making your brand more memorable.

The Pitfall of Over-Reliance on Metrics

Balancing Data and Human Element

Leslie argues that the increasing reliance on data and metrics has overshadowed the human element crucial in decision-making. While data is essential, it should not replace the understanding of the unconscious mind’s role in consumer choices.

Actionable Tips:

• Integrate Qualitative Research: Combine quantitative data with qualitative insights to get a holistic view of consumer behavior.
• Focus on Consumer Experience: Prioritize creating positive consumer experiences that appeal to the unconscious mind.
• Monitor Implicit Feedback: Pay attention to non-verbal cues and implicit feedback from consumers to understand their true preferences.

Embracing the Power of Instinct in Marketing Strategies

Shifting from Conventional Wisdom

Leslie advocates for a new set of marketing rules that displace traditional ones, enabling organizations to unlock the instinctive mind and drive brand growth more efficiently. One such rule challenges the notion of uniqueness as the ultimate goal for brands.

Actionable Tips:

• Prioritize Familiarity: Instead of solely focusing on being unique, incorporate familiar elements that consumers can easily connect with.
• Add a Distinctive Twist: While leveraging familiarity, add a unique twist to make your brand stand out without alienating consumers.
• Align with Consumer Memory: Ensure your brand messaging aligns with existing neural pathways in consumers’ minds.

The Concept of the “Brand Connectome”

Building a Healthy Brand Connectome

The brand connectome represents the network of associations and memories linked to a brand in consumers’ unconscious minds. A healthy brand connectome is characterized by numerous positive connections, a higher ratio of positive to negative associations, and distinctiveness.

Actionable Tips:

• Identify Negative Associations: Use techniques like memory elicitation to uncover and address negative associations linked to your brand.
• Enhance Positive Connections: Strengthen positive associations by consistently delivering on your brand promise and values.
• Maintain Distinctiveness: Ensure your brand remains distinctive while leveraging familiar elements to create strong connections.

Case Study: McDonald’s Real Food Strategy

Transforming Brand Perceptions

Leslie shares the example of McDonald’s, which successfully transformed its brand connectome through a real food strategy. By leveraging triggers such as the fresh cracked egg, McDonald’s reestablished positive associations around real food and fresh cooking, effectively reshaping its brand connectome and driving growth.

Actionable Tips:

• Leverage Positive Triggers: Identify and use positive triggers that resonate with consumers to reshape brand perceptions.
• Communicate Authenticity: Ensure your marketing messages communicate authenticity and align with consumer values.
• Monitor Brand Health: Continuously monitor and adjust your brand strategy to maintain a healthy brand connectome.

Advice for CMOs: Embracing the Age of Instinct

Adopting New Marketing Principles

Leslie encourages CMOs to adopt the principles outlined in her book and explore the age of instinct in their marketing efforts. By understanding the power of the instinctive mind and leveraging behavioral science, organizations can drive change and choice more effectively.

Actionable Tips:

• Educate Your Team: Invest in training and resources to help your marketing team understand and apply behavioral science principles.
• Experiment and Iterate: Be open to experimenting with new strategies and iterating based on consumer feedback and insights.
• Stay Ahead of Trends: Keep abreast of the latest research and trends in behavioral science to stay ahead of the competition.

The insights shared by Leslie Zane in the Expert Insights Interview highlight the importance of understanding and leveraging the unconscious mind in marketing. By prioritizing familiarity, building a healthy brand connectome, and embracing the power of instinct, brands can create stronger connections with consumers and drive growth more effectively. For those looking to delve deeper into these concepts, Leslie’s book, “The Power of Instinct: The New Rules of Persuasion in Business and Life,” is a valuable resource.

By implementing the actionable tips and strategies discussed in this blog post, marketers can unlock the potential of their brands and navigate the evolving landscape of consumer decision-making with confidence.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist