How do you make your product or service something that people actually want or need? 

In this episode, Laurier Mandin shares insights on how to create products that move beyond "nice-to-have" into the realm of "must-have," breaking down his framework, the Coveted Condition. 

Laurier (pronounced "Lore-Yay") has a knack for uncovering the psychology behind buyer decisions. He  helps companies craft irresistible products that customers can’t live without and is the founder of Graphos, a product marketing agency. 

Topics explored in this episode: 

- Laurier’s book, I Need That, which is about creating and marketing products people are compelled to buy. 

- The importance of validating a product idea before going all-in.

- The “Coveted Condition” framework for understanding buyer psychology and creating must-have products.

- How the dog brain (limbic system) drives purchasing decisions and why logic often takes a back seat.

- Why innovators overvalue their products by three times.

- Why products need to be ten times better to break through the status quo.

- Case studies of product failures, including a noisy ultrasonic sanitizer and a rushed tech launch by Sprint.

- The tension between entrepreneurial ambition and personal serenity

Chapters in this episode: 

(02:30) Laurier’s Early Product Obsession

(10:01) How Buyers Decide What They "Need"

(17:31) Lessons from Product Successes and Failures

(24:06) The Critical Role of Validation in Product Development

(34:28) Multi-Million Dollar Mistakes

(43:56) The Neuroscience Behind Purchasing

Thanks to Laurier Mandin for being on the show! 

Learn more about Laurier: http://lmandin.com and https://www.linkedin.com/in/lmandin 

Get Laurier’s book, I Need That: Creating and Marketing Products People Are Compelled to Buy: https://www.amazon.com/dp/B0DHLDZWRR 

Bill Gallagher, Scaling Coach and host of the Scaling Up Business podcast, is an international business coach who works with C-Suite leaders to achieve breakthrough growth. 

Join Bill in the Growth Navigator Coaching Program: https://ScalingCoach.com/workshop 

Bill on LinkedIn: https://www.LinkedIn.com/in/BillGall

Bill on YouTube: https://www.YouTube.com/@BillGallagherScalingCoach 

Visit https://ScalingUp.com to learn more about Verne Harnish, our team of Scaling Up Coaches, and the Scaling Up Performance Platform, which includes coaching, learning, software, and summit. We share how the fastest-growing companies succeed where so many others fail. We help leadership teams with the biggest decisions around people, strategy, execution, and cash so that they can scale up successfully and beat the odds of business growth. 

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This episode was produced by Story On Media & Marketing: https://www.successwithstories.com