Becoming Preferred

SEASON: 3 EPISODE: 19

Episode Overview:

The digital landscape is changing, and changing fast. AI is revolutionizing the digital landscape, paving the way for a new era of personalized customer experiences that foster a deeper connection between brands and their audiences. By harnessing the power of artificial intelligence, businesses are now capable of developing more effective marketing campaigns tailored to the specific needs and preferences of their customers. Small companies and entrepreneurs can now compete more effectively against big enterprise. 

This podcast episode will provide valuable insights and actionable strategies for entrepreneurs and marketers looking to achieve significant growth in their businesses employing the latest tools. To help us understand how AI can help you accelerate your results, is entrepreneur, and AI marketing specialist, Cody Schneider.

Guest Bio: 

Cody Schneider is the co-founder and CEO of Swell AI, an AI powered content marketing engine. Before Swell he worked at Rupa Health as employee 6, helping them go from a $20M to $110M valuation in six months.

Cody has 10+ years of experience in B2B marketing and publicly shares strategies and tactics on how to grow businesses.

Resource Links:

• Website: https://www.swellai.com/
• Website: https://www.drafthorseai.com/

Insight Gold Timestamps:

04:43 We ended up taking it from 20 million to 120 million valuation in about six months 

06:51 Distribution is more important than product

07:27 A business at it’s core, is two things

09:21 I just try to always sell benefits

11:10 What can I automate or delegate for you

13:20 You can actually create your own voice, your own brand voice in a very, very quick way

16:45 TikTok has created what the industry is starting to call ‘For You’ page content

17:49 What are the common threads or common keywords or common ideas 

20:23 Is there a correlation between platforms?

22:18 Scrape all of that data from all of these different places

25:38 I can just give it raw transcripts 

27:05 You can make a chat bot on everything that you've ever done

27:47 www.lennybot.com

31:06 You get a baby boomer on TikTok and they will dopamine hit

31:54 I always try to advise people on the content side

34:33 If it says it's AI written, tell it to change the tone and style and voice

35:14 Swell AI, it’s content repurposing, powered by AI

35:39 DraftHorse AI 

37:01 I think it makes your team superhumans

Connect Socially:

LinkedIn: https://www.linkedin.com/in/codyxschneider/

Twitter: https://twitter.com/codyschneiderxx

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Brand Yourself as an Inspirational Leader with Jim Johnson!

SEASON: 3 EPISODE: 18

Episode Overview:

Gratitude plays a pivotal role both in our personal and professional lives. On a personal level, gratitude is associated with greater happiness, as it helps individuals appreciate what they have, rather than what they lack. It fosters resilience, improves health, and strengthens relationships by promoting positive interactions and a sense of connection with others.

Professionally, expressing gratitude can lead to better work environments, increased morale, and productivity. It helps in building and maintaining professional relationships, and can also be a catalyst for networking opportunities and career advancement. A culture of gratitude within organizations can reduce employee turnover and enhance job satisfaction.

To help us understand how to integrate gratitude into our lives is author, speaker, and CEO of Gratitude at Work, Steve Foran.

Guest Bio: 

Steve’s dream is one billion happier people. 

While not the typical career path of an Electrical Engineer, he began exploring the relationship between gratitude and philanthropic giving during his MBA—receiving the Gold Medal for highest academic standing. Since then, Steve has been writing and conducting practice-based gratitude research and teaching the habits of gratefulness—more than sixteen years now. What has emerged is his science-based program, Gratitude At Work. It's a simple, yet innovative approach to thriving leadership and business results. 

Steve founded Gratitude at Work in 2006 and started hosting conversations in his community which has since grown into work with leaders around the world, shifting cultures, helping leaders and their teams be happier at work by bringing more gratitude to work daily—audiences love the process & owners love the results. 

Steve’s 2019 book, Surviving to Thriving - The 10 Laws of Grateful Leadership, was named 1 of 8 recommended reads by Greater Good Science Center at University of California Berkeley and 1 of 5 positive psychology books for a happier 2019 in inc. Also in 2019, he was an inaugural winner of Canada's CEO Trusted Advisor Awards Program and in 2017, was awarded the gold standard certification in professional speaking, CSPTM. 

Steve is a son, brother, husband, father and an unapologetically proud grandfather. His kids poke fun at his gratitude work (air quotes) as he is heading to one billion with an on-line community that gives everyone easy access to the secrets of gratitude and grateful leadership. Steve is a lifelong resident of Halifax, Nova Scotia and trying to do his part to make his community a better place to live.

Resource Links:

• Website: https://www.gratitudeatwork.ca
• Product Link: https://www.gratitudeatwork.ca/store

Insight Gold Timestamps:

03:47 Gratitude is about mindset

06:45 We also have this tendency to adapt

08:11 When we start our days with gratitude, we spiral up

10:16 I don't believe comparing serves me well

11:11 Don't use any type of comparisons to find gratitude 

12:51 There's two really big benefits

13:44 We have natural tendencies regarding our disposition to being grateful

15:22 In your book, you document a lot of the science and neuroscience, from Harvard and Berkeley

18:13 It's never been harder, I don't think, to be a leader in an organization

20:45 Gratitude….it does build connections between people

21:55 How can leaders and how can companies create a culture of gratitude?

23:23 If gratitude is going to be part of your culture….

24:59 Have a habitual ritual

25:16 A game changer for me….consume other people's gratitudes

27:40 The invisible barrier that keeps most people in the struggle of scarcity

28:47 We each have a need to serve, to help others, to give, to be in connection

31:56 Any strength taken to an extreme, is a weakness

33:31 There is good in virtually every situation

34:14 What are you grateful for in that challenge?

Connect Socially:

LinkedIn: https://www.linkedin.com/in/steveforangratefulceo/

Gratitude at Work Playbook: https://www.gratitudeatwork.ca/playbook

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Next Episode: Harness the Power of Artificial Intelligence with Cody Schneider!

SEASON: 3 EPISODE: 17

Episode Overview:

Becoming the preferred choice is the goal of any organization that sells something. In today’s congested marketplace it’s important to create strategies and messaging to attract your ideal customers, and leverage change to create unique competitive advantages that make you the clear choice.

If you are looking to disrupt your market and become the emotional favorite, then you are going to enjoy my conversation with author, speaker, and marketing guru, Gerry O’Brion.

Guest Bio: 

Gerry O’Brion has helped thousands of CEOs, executives, sales teams, and franchisees become the #1 choice in crowded industries.  

Gerry is the creator of The Because framework of influence that reveals how to become the #1 choice, even in a crowded market. His book - They Buy Your Because – Closing the sale in a crowded market, shows companies how to clarify their message, stand out in the sea of sameness and close more sales.

Gerry is known for rolling out the advertising for the Coors Light bottle with the color-changing mountains, which grew the brand by hundreds of millions of dollars. Gerry spent his career as an executive for brands like Procter & Gamble, Coors Light, Quiznos, and Red Robin. He has an MBA from the University of Michigan, a BBA from the University of Wisconsin and spent 8 years in the military.

Resource Links:

• Website: https://whatbigbrandsknow.com
• Product Link: https://whatbigbrandsknow.com/book/

Insight Gold Timestamps:

03:35 The core part of the framework is four things

04:53 Go talk to people who you thought you were going to sell to, but who said no to you

06:01 The foundations of the framework are exactly what billion dollar brands do

07:45 A famous study that people have talked about for decades

09:16 Our brains are running a script

10:56 Your “because” makes all the difference

11:11 Our problem is business owners is that we are not good at finishing the sentence of influence

15:15 We don't have to use the word because all the time, do we? 

15:21 If you want to implement this strategy of influence in your business, this is really important

16:41 We're good at making promises, we’re bad at giving them the proof

17:45 They got sued by Pizza Hut when they were a little tiny little startup pizza place

21:12 What about when the customer doesn't know you yet? 

22:49 There's a case study about a car dealership in Denver called Schomp BMW

24:02 What do you do that others haven't done, can't do, or won't do?

25:50 They're actually buying, because of what the why does

28:48 I literally ask, what do you want them to know, think, and do

30:39 How well do you know your competition?

31:14 I called it my “I wish I knew list”

36:15 My book is for the rest of us, the ones that need to close more sales this year than last year

38:19 Can we use the same strategies we used

40:31 If you don't have good becauses….innovate, listen, get insights from your customers 

Connect Socially:

LinkedIn: https://www.linkedin.com/in/gerry

YouTube: https://www.youtube.com/channel/UCvTPOtOIs6Krg2kyaISx1yg

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Surviving to Thriving: Laws of Grateful Leadership with Steve Foran!

SEASON: 3 EPISODE: 16

Episode Overview:

Today’s marketplace is crowded and chaotic. Differentiating yourself and your organization in a sea of sameness can be challenging. 

If you are looking for innovative and practical strategies to create more value and opportunities while shortening your sales cycle, then you are going to enjoy my conversation with author, speaker and coach, Ron Karr.

Guest Bio: 

Ron Karr's methodology, the Velocity Mindset®, provides sales teams with modern approaches on how to capitalize on more opportunities and walk away with more deals in less time.

For 36+ years, Ron Karr has excelled at sales and leadership positions, for which he is recognized as the leading "Sales Success Expert" and has appeared as a guest on national TV including FOX , Bloomberg, C-Suite Network and others. He is an in-Demand Global Keynote Speaker, and Highly Acclaimed Author of Lead, Sell, or Get Out of the Way.

When you seek solutions to remove barriers, position your products/services more powerfully and achieve bigger results in less time, Ron Karr will enthusiastically motivate and train your organization to achieve and exceed sales goals.

As a child who overcame the daunting challenge of a speech impediment, Ron has made it his life’s mission to empower employees, executives and entrepreneurs all over the world and transform their lives by removing life limiting belief systems.

Resource Links:

• Website: https://ronkarr.com/ 
• Product Link: https://ronkarr.com/velocity-mindset-book/

Insight Gold Timestamps:

03:48 Zoom was a great tool before the pandemic

07:21 There's a value in a first meeting to be on zoom that's tremendous, but….

09:14 We have five generations of buyers out there now

10:54 Eliminate the resistance, gain buy-in, and achieve better results quicker

12:41 I decided to have a board meeting with myself

15:13 Velocity is speed with direction

17:23 I was made fun of, which is a polite way of saying I was bullied a lot

18:59 I got rid of the biggest story holding me back in my life

20:19 Your cortisol is not in a position to have a conversation

22:26 Oxytocin is being released because that's the trust hormone

25:27 What needs to occur for you and your organization to be happy about your progress? 

26:46 When you’re trying to change the behavior of an employee

29:20 How do we get the right mindset if we're in a slump or we're stuck in this negativity? 

31:59 You can't get to the answers if you don't ask the right questions

34:34 The moment you come up with something new, consider it obsolete

36:36 The point for CEOs is simple….Create experiences!

Connect Socially:

LinkedIn: https://www.linkedin.com/in/ronkarr/

Facebook: https://www.facebook.com/ronkarr1

Twitter: https://twitter.com/ronkarr

YouTube: https://www.youtube.com/@ronkarr1

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Unlock the Power of Because with Gerry O’Brion!

SEASON: 3 EPISODE: 15

Episode Overview:

Sales is much more complex than number crunching, reading scripts, or having coffee with clients. For too long, we've seen sales as something external to us. As salespeople, we spend enormous amounts of time honing our skills and figuring out how to close effectively so we get more 'yeses' from clients. This is what we think will make us good salespeople.

However, in only focusing on the external work, we do not give ourselves the opportunity to realize our true potential. You can see this in top athletes, performers, and artists. They don't just ace their external game, they also become masters of the complex inner game that truly underpins their performance. To help us understand and strengthen our inner mental game is author, speaker and coach, Arishma Singh.

Guest Bio: 

With over 20 years of corporate experience with multinational corporations and start-ups such as American Express, Nielsen Media, Google Australia, Pivot Software and Experian, Arishma has been known as a top performer, a ‘pocket rocket’ and a woman to watch. Her book, “The RespectedSalesperson”, is a must-read for anybody who wants to redefine what it means to be successful in sales.

Arishma is a globally certified and accredited EFT practitioner, facilitating change for her clients by working with their mind, psyche and identity. She is passionate about bringing true personal growth to the corporate world, using the effective mind-body techniques developed as part of her copyright THRIVE model.

Hailing from the beautiful islands of Fiji, Arishma came to Australia at the tender age of 19 with some big dreams and $400 in her pocket. She thinks in Hindi, loves to dance salsa and carries chillies with her everywhere she goes.

Resource Links:

• Website: https://arishma.com/
• Website: https://therespectedsalesperson.com
• Product Link: https://www.amazon.com.au/Respected-Salesperson-change-before-minds-ebook/dp/B0BV71DL52

Insight Gold Timestamps:

02:56 My mantra always had been work hard, strive hard, and that is the way to achieve success

04:32 You seemed to settle in on EFT

06:35 I kept being asked, how do you do it?

08:30 I'm invested in ensuring the sustainability of my success in the sales

11:46 How many people actually see sales as a profession? 

13:46 Set a scene where you're very clear in your intention

16:09 The nice girl syndrome

17:44 Go ahead and tell us why we should hire you

19:45 Not all salespeople are the same

21:18 The amygdala hijack

23:25 You accept, you reflect, then you'll go excavating

25:20 It also works on the positive side too

27:14 You also had an open mind because you pivoted straight away

28:57 In Australia, there's this whole Tall Poppy Syndrome issue here 

30:47 How you found EFT and how it changed your life

31:31 EFT stands for Emotional Freedom Techniques

35:54 It used to affect you, but that's not the case now, you're safe

37:41 You're very generous with the amount of exercises

Connect Socially:

LinkedIn: https://www.linkedin.com/in/arishmaspeaks

YouTube: https://www.youtube.com/@arishma.speaks

Instagram: https://www.instagram.com/arishma.speaks/

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Will be launched January 8 2024. Enjoy the holiday season!

SEASON: 3 EPISODE: 14

Episode Overview:

Ready to improve your customer service, increase sales, enhance your marketing, automate repetitive tasks, and streamline your business operations? ChatGPT is the fastest-growing consumer application in history, hitting 100 million users in just a few months. 

To help us understand how we can use ChatGPT for competitive advantage and streamline our workflows is author, speaker and transformation advisor, James Feldman.

Guest Bio: 

With a focus on Customer Engagement, Performance Management, and Innovative Problem Solving, James delivers customized and tailored solutions to meet your unique needs. James shares insights gleaned from decades of working with every size and type of organization while building his own sales promotion agency.

James recognizes the significance of staying ahead of the curve. His vast knowledge and innovative strategies help organizations navigate complex challenges and seize new opportunities. James’ comprehensive services include, but are not limited to, customer engagement strategies, performance management solutions, and creative problem-solving techniques. JFA’s clients benefit from expertise in devising transformative strategies that lead to remarkable outcomes.

Resource Links:

• Website: https://shifthappens.com/
• Product Link: https://a.co/d/1AdE92B
• Romance Scam Expert: https://www.romancescamexpert.com/

Insight Gold Timestamps:

03:40 Great story about the train

08:57 What was the value of the boxcar?

10:28 You created what we call the 3 Ds

11:30 Depth, distance, and determination

13:03 There's a new toy out there called AI

15:08 Pay the $20

17:29 GPT Generative Pre-trained Transformer

18:46 What are the mistakes that you see?

24:42 It's never price, it’s only price when you become a commodity

25:51 A car is a depreciating asset

28:05 It's really about the value conversation

29:33 Do you really want the cheapest brain surgeon for your kid?

31:37 The Romance Scam Expert

33:58 Can we use AI to detect AI?

36:02 Remember, trust but verify

Connect Socially:

LinkedIn: https://www.linkedin.com/in/jamesdfeldman/

Facebook: https://www.facebook.com/thebrightideaguy

Twitter: https://twitter.com/ShiftHappensNow

YouTube: https://www.youtube.com/user/jimfeldman

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: The Complex Inner Game that Underpins High Performance with Arishma Singh!

SEASON: 3 EPISODE: 13

Episode Overview:

Personal branding is extremely important in today’s competitive world. It allows us to differentiate ourselves from competitors and build trust with clients and employers. It helps us stand out, create opportunities, be memorable.

Developing our personal brand can lead to higher salaries and new opportunities. It will help you build a positive reputation and achieve your goals. To understand how we can stand out from the crowd is branding expert, Emma Donovan.

Guest Bio: 

Emma Donovan (and co-founder Lindsay Llewellyn) of Become Dapper, were inspired by a desire to create space. Space to reflect, discover, connect, evolve, and redefine what success looks like. This commitment led to the creation of a unique offering centered around authentic brand development. Established in 2021, they are proud to work with incredible Dapper humans all around the world.

Dapper is the space where their skills and strengths connect, to create the perfect combination for delivering this work. Their experience in branding, marketing, design and business give them the tools to make an impact. Their unhurried, kind yet candid, and curiosity-led approach gives them the heart to ignite passion in others. Their mission is to give each client the confidence to embrace and celebrate their whole story.

Resource Links:

• Website: https://becomedapper.com/

Insight Gold Timestamps:

01:38 People needed to leverage their personal brands more than ever before

02:20 Reputation is how others see you, whereas your personal brand is what you choose to share

04:13 The end result is a very clear vision

05:15 Confusing quality and quantity

07:10 If you don't know what you stand for

10:40 I'm always amazed how quickly people do feel safe and open up

12:45 We want to do it at a pace where we build momentum

14:35 Where your audience is and where you feel you can add value

15:35 What are content pillars?

18:02 That first line of the LinkedIn post is really important

19:14 A-team players

20:45 Your personal brand’s the one thing you'll have for your whole life

22:45 Being part of a community or resonating with something is just human nature

26:32 What about transformation?

Connect Socially:

LinkedIn: https://www.linkedin.com/in/emmadonovan-dapper/

YouTube: https://www.youtube.com/@becomedapper

Instagram: https://www.instagram.com/become.dapper/

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Revitalize, Reinvigorate, & Reimagine with ChatGPT with James Feldman!

SEASON: 3 EPISODE: 12

Please note that this episode contains explicit language.

Episode Overview:

Today’s business world is overflowing with innovative ideas and technologies. As a result, business owners face an increasingly competitive environment where consumer demands are increasing exponentially. This competition encourages innovative businesses to adopt more profitable, higher converting strategies to generate leads and convert them into customers.

One such strategy proven to produce a significant return on investment is the use of Video Sales Letters. A well-produced VSL can generate leads, convert leads into customers, and influence customer loyalty while increasing retention. If you’re looking to level up your marketing, you’re going to enjoy my conversation with marketing and VSL expert, Peter Kell.

Guest Bio: 

Peter Kell is a mentor, serial entrepreneur, and leading Video Sales Letter (VSL) marketer. Peter has perfected the art of VSL creation, boasting an unmatched track record of creating multiple 8-figure video sales letter campaigns. 

Peter created the VSL department at MindValley, helping establish the brand as a global leader in its space. A passionate advocate for Media Buying, Entrepreneurship, and Personal Development, Peter's mission is to help e-commerce marketers achieve multiple 7-figure months.

Resource Links:

• Website: https://www.peterkell.com/
• Product Link: https://www.vsl.ai/

Insight Gold Timestamps:

01:53 Stranded in my parents basement in the middle of woods 

05:05 The master is not the one who's the best in the world

05:40 Money's the root of all freedom

08:21 I refuse to have dreams left behind

09:30 Go become an apprentice to a master

11:20 There's really only two ways anybody could suck up information

12:38 VSL stands for Video Sales Letter

14:16 People don't have short attention spans, they just have higher standards

17:01 VSLs do have a challenge built in 

18:58 If there's ever been a really smart thing that's been created, it's this AI stuff

21:56 People are very concerned about AI taking jobs

24:58 Facebook is one of the best platforms out there

26:38 VSLs are the biggest because of one simple thing

28:41 I used to think nightmare stories were the best way to do this

31:03 Authenticity is not as powerful as copy/copywriting

33:25 Being the best offers freedom of “I get to do what I want” 

37:06 At the end of the day, you’ve got a dream, you’ve got to show up there

42:53 Skills pay the bills

Connect Socially:

LinkedIn: https://www.linkedin.com/in/peterkell/

Facebook: https://www.facebook.com/peter.kell

Twitter: https://twitter.com/peterkell_

YouTube: https://www.youtube.com/channel/UCbP0cukcAA-eYTjKvqAZs9Q

Instagram: https://www.instagram.com/peterkell/

TikTok: https://www.tiktok.com/@kellpeter.official

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Your Story is Already Out There - Get Branded with Emma Donovan!

SEASON: 3 EPISODE: 11

Episode Overview:

In this rapidly changing world, relationships have never been more important. People are craving connections, not transactional exchanges. And yet, many struggle to adapt to this new reality, resulting in surface-level interactions and missed opportunities.

When we see people as numbers, we keep relationships superficial. We worry about being relevant rather than being real. We focus on getting in front of instead of being with people. To help us understand how we can grow our business without burning out and chasing leads is author, speaker, and high-performance coach, Grant Muller.

Guest Bio: 

From millionaire before 30 to homeless and living on drugs, Grant Muller reinvented himself by discovering that real success isn’t just about the hustle – it’s about the connections you create.

Gripping audiences with his powerful story and actionable strategies, Grant offers a fresh perspective on how to grow your business without burning out and chasing leads. He challenges audiences to rethink their approach to success and shift from top of mind to Top of Heart®.

Resource Links:

• Website: https://www.grantmuller.com
• Product Link: https://www.grantmuller.com/#book

Insight Gold Timestamps:

02:50 I was hiding from who I really was

04:03 I found something better than alcoholism, I found workaholism

08:15 Unfortunately some of us don't survive the bottom

10:22 If you want to stay clean and sober….

11:40 Because we do want people to know, like, and trust us

11:47 Ditch the cheap cologne and tacky pickup lines

14:51 How do I differentiate myself in the marketplace?

16:22 Top of Heart is about bringing what's really human back to the sales process

17:47 Who can I be a hero to today?

20:35 Heart set is all about “me to we”

22:24 I spent $40 on some overpriced chocolate

24:25 How important is story for us to maintain that alignment and authenticity?

27:08 They didn't have the habits in place to follow through on what I was teaching

29:41 When we look at the high performance pillars, they're around productivity

Connect Socially:

LinkedIn: https://www.linkedin.com/in/thegrantmuller/

Facebook: https://www.facebook.com/TheGrantmuller

YouTube: https://www.youtube.com/c/grantmullerTV

Instagram: https://www.instagram.com/thegrantmuller/

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Level Up Your Marketing with VSL with Peter Kell!

SEASON: 3 EPISODE: 10

Episode Overview:

Most businesses just try to be better than their competitors, constantly fighting for every bit of marketshare. 

If you are looking to stand out from the competition and authentically define, develop, and ultimately dominate a new category of business, you’ll need to answer the questions, “What’s the problem you solve?”, “What solution must exist?”, and “Why are you that solution?” 

So if you are looking to dominate your market, then you are going to enjoy my conversation with bestselling author and award-winning columnist, Kevin Maney. 

Guest Bio: 

Kevin Maney is co-author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets and has been a bestselling author and award-winning columnist writing about technology for three decades which allows Kevin to bring broad and deep context to Category Design conversations. 

Kevin co-authored his most recent book Intended Consequences. He also authored The Two-Second Advantage (a 2011 New York Times best seller), Trade-Off: Why Some Things Catch On and Others Don't, and The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM. 

Kevin has written for Newsweek, Fortune, The Atlantic, Fast Company, Conde Nast Portfolio, The New York Times and USA Today. Kevin has also appeared frequently on television and radio, including CNN, CBS Sunday Morning and NPR.

Resource Links:

• Website: https://www.categorydesignadvisors.com/the-experts/
• Product Link: https://www.categorydesignadvisors.com/resources/

Insight Gold Timestamps:

02:39 One of the great accidental career moves of all time 

04:04 All of those interviews and all that time with these companies

06:11 Why would you not want to do everything you could 

09:09 Category and category design

11:44 It's kind of an inside-out look at strategy

12:42 Instead of calling it a sports bar, she calls it The Sports Bra

14:43 Businesses operate their businesses for their convenience

16:13 They think about the problem to solve first

17:53 Now that you understand that that's a problem, I have a solution for you

22:12 Deep sales

23:54 If you're in a space with a clear category winner….

26:48 Can both strategies work at the same time? 

28:33 What's the first step in the category design consultation process?

34:04 What's the enemy of the innovation?

35:36 So many CEOs fail at telling people why they need what they're making

37:19 Eat your lunch before the competition does

39:42 The book is called Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

Connect Socially:

LinkedIn: https://www.linkedin.com/company/categorydesign/

Facebook: https://www.facebook.com/CategoryDesign

Twitter: https://twitter.com/cd_advisors

Instagram: https://www.instagram.com/categorydesign/

Email: [email protected]

Sponsors: 

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

Resources: https://becomingpreferred-podcast.com/resources/

Next Episode: Grow your Business Without Burning Out with Grant Muller!