Summary

In this episode, Adam and Phill are joined by Roland Gurney from Treacle for a live critique of the Cult Products proposition and initial website. They discuss their new proposition and the target audience for their program with Roland. They talk about the importance of understanding the target customer and narrowing down the focus. They also discuss the challenges of repositioning a business and the need for a clear and concise message. The guest suggests a three-step approach to the program and emphasises the importance of simplicity and structure. They also discuss the different options and calls to action for potential customers. In this conversation, Roland Gurney provides valuable insights and suggestions for the Cult Products program. They discuss the value of offering a sequential three-step program, the balance between talking about customer problems and product details, and the importance of being the face of the brand. They also explore the concept of being Marmite, or polarising, in order to stand out in a crowded market. Overall, the conversation emphasises the need for clarity, differentiation, and authenticity in building a successful business.

Takeaways

• Understanding the target customer is fundamental to creating a specific and effective brand.
• Narrowing down the focus and choosing a niche market can make marketing and sales conversations easier.
• When repositioning a business, it's important to have a clear and concise message that clearly communicates the value proposition.
• A three-step approach can provide structure and simplicity to a program or offering.
• Offering different options and calls to action can cater to different customer needs and preferences. Offering a sequential three-step program can provide a clear and effective solution to customer problems.
• Balancing the discussion of customer problems and product details is crucial in marketing and communication.
• Being the face of the brand can create a human connection and build trust with customers.
• Being Marmite, or polarising, can help a business stand out in a crowded market and attract the right audience.
• Clarity, differentiation, and authenticity are key elements in building a successful business.

Links

• Download your free Ai-powered prototyping toolkit
• Apply to our beta program
• Join our community
• Watch this episode on YouTube
• Can you name the Marvel theme tune?
• System Of A Down and Eminem tracks mentioned
• A Clockwork Orange

Summary
In this conversation, Phill and Adam discuss their new product and the community they are building around it. They talk about the importance of targeting a specific audience and creating a niche in the market. They also mention the value of personas in designing a brand and understanding the needs of the target audience. They share their vision of helping startup founders and providing them with resources and support. Overall, they are excited about the potential impact of their new product and the opportunity to work with passionate and talented individuals. In this conversation, Phill and Adam discuss the importance of building a community and being transparent in the early stages of a startup. They emphasise the need to generate leads and prove demand for a product before fully developing it. They also talk about the challenges of marketing and promoting their business, and the importance of being authentic and true to their brand. They highlight the shift in networking and team dynamics in the post-COVID world, and the need for founders to have a presence and be influencers in their industry.

Takeaways

• Targeting a specific audience and creating a niche in the market is important for success.
• Personas are valuable in designing a brand and understanding the needs of the target audience.
• Building a community of passionate and talented individuals can provide valuable resources and support.
• The new product aims to help startup founders and provide them with the tools and guidance they need. Building a community and being transparent in the early stages of a startup is crucial for success.
• Generating leads and proving demand for a product should be prioritised before fully developing it.
• Marketing and promoting a business requires authenticity and being true to the brand.
• Founders need to have a presence and be influencers in their industry to attract customers and talent.
• Networking and team dynamics have shifted in the post-COVID world, requiring new approaches to building relationships.

Links

• Download your free Ai-powered prototyping toolkit
• Apply to our beta program
• Join our community
• Watch this episode on YouTube

Summary

In this episode, Phill and Adam discuss why you can't be both a B2B and B2C business. They emphasise the importance of focusing on a single specific customer persona and delivering value to that target market. They also highlight the need for a clear and compelling value proposition that clearly communicates what the business does and the value it provides. Additionally, they discuss the concept of high brand moments, which are the elements of a brand that add uniqueness and emotional appeal to a product or service.

Takeaways

• You can't be both a B2B and B2C business simultaneously.
• Focus on a specific customer persona and deliver value to that target market.
• Develop a clear and compelling value proposition that communicates what the business does and the value it provides.
• Create high brand moments to add uniqueness and emotional appeal to a product or service.
• Pick just one persona and build a brand strategy around it.

00:00 Intros and welcome back
02:14 Can you be B2B and B2C?
11:15 The importance of value propositions
19:11 “Tech powered consultancies” vs “Tech businesses supported by consulting”
28:20 High brand moments and the magic of them
33:47 Up next and thanks for listening

Links

• Download your free Ai-powered prototyping toolkit
• Apply to our beta program
• Join our community

Summary

In this conversation, Phill Keaney-Bolland and Adam Yaya-Durrant discuss the importance of branding for B2B startups. They define brand as an emotional connection that users have with a product or company's differences, going beyond just a logo or name. They emphasize that brand is everything and should be at the center of a startup's strategy. They also discuss the misconception that branding is a separate entity from the product and the need for marketing and product teams to work together. The conversation highlights the role of brand in differentiating a product and creating a unique and memorable customer experience. In this conversation, Phill and Adam discuss the importance of not being conservative with branding. They emphasize the need for brands to be unique and different in order to attract early adopters and build a tribe. They also highlight the pitfalls of generic branding and the importance of standing out in a saturated market. They discuss the impact of trends and the commoditization of certain design elements. They provide examples of brands that have successfully differentiated themselves and the importance of creating a compelling value proposition. They also mention the upcoming topics they will cover in the next episode.

Takeaways

• Brand is an emotional connection that users have with a product or company, going beyond just a logo or name.
• Brand should be at the center of a startup's strategy and is everything, encompassing the product, messaging, visuals, and customer experience.
• Marketing and product teams need to work together to ensure brand consistency and a seamless customer experience.
• Brand differentiation is crucial for B2B startups to stand out in the market and create a unique and memorable customer experience. Brands should not be conservative and should strive to be unique and different in order to attract early adopters and build a tribe.
• Generic branding is not impactful and does not differentiate a brand from its competitors.
• Trends in design can quickly become saturated and commoditized, leading to a lack of uniqueness.
• Successful brands have a compelling value proposition that sets them apart from their competitors.
• Understanding the market and competitors is crucial for building a compelling brand.
• Creating a brand that stands out is important for winning in the market and creating a monopoly.
• The next episode will cover topics such as hybrid tech businesses, B2B vs B2C branding, and creating a compelling value proposition.

Chapters

00:00 Introduction
02:48 Defining Brand and Its Importance
13:00 Brand x Product
22:26 Attracting early adopters: Why You Can't Be Conservative with Branding
27:45 Generic start-up brand tropes
33:10 Competitor comparisons and creating a category of one
39:03 Wrap up

Summary

In this episode, Phill Keaney-Bolland and Adam Yaya-Durrant discuss their new podcast and the product they are creating for start-up founders. They talk about the importance of being revolutionary and creating a radical brand when deciding whether you're up for the challenge of giving years of your life to make your dream of running a successful B2B start-up a reality. They also emphasise the need for founders to have a clear vision and to make decisions that align with that vision. They discuss the challenges of scaling a start-up and the importance of maintaining the founder's energy and passion throughout the process.

Links

• Download your free Ai-powered prototyping toolkit
• Apply to our beta program
• Join our community

Articles and books

• Crossing the chasm
• Why designing your business around a Ste Jobs-like figure is doomed to fail

Chapters

00:00 Introduction and Theme Tune
05:03 About "Cult Products" - the new thing we're working on
13:04 How do you know your idea is worth dedicating your life to?
20:51 Attracting early-adopter vs mainstream markets
28:40 What makes a good B2B start-up founder?
34:40 Wrapping up