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About This Episode

How do successful businesses stand out from their competition? Many business leaders think they know the answer, but some may be operating under dated advice that’s no longer applicable.

 

Chris Walker is the CEO of Refine Labs and host of the “State of Demand Gen Podcast,” and he’s redefined how businesses play the differentiation game, helping them use those unique elements of what they do to separate themselves and drive leads. In this episode, Lisa and special guest host Dorian Usherwood will talk with Chris about how his system can help our podcast listeners understand how to differentiate their businesses, build their brand, and make more sales.

1. Get information directly from customers.

Before you build a product or service, you need to identify the problem first. And the only way to do that is to talk to your potential customers to find out the issues they are facing. From there, you can begin digging into those issues and provide the solution through your product or service.

2. Know the difference between creating demand and capturing demand.

Those who create demand are in tune to their customers’ needs. They understand the customer and their problems and can directly respond to them. Those who capture demand rely more on brand agnostic consumers and usually focus on the “scraps” left over from demand creators via Google, etc to sell their product or service.

3. Be open to hearing honest feedback about your idea during market research.

If they don’t like what you offer, dig in and find out why. When it comes to your consumers or potential consumers, every answer is a right answer. It’s there for a reason. It’s your job to understand why they feel the way they do so you can better answer their needs in the future – or simply understand that it’s just not a good fit.

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