Cubicle to CEO

Did you know there's a link between flossing habits and cognitive diseases like Alzheimer’s and dementia?

Learning this from Brynn Snyder, Co-founder and CEO of Slate Flosser, literally had me reaching for a floss post-interview.

Today’s case study is a real-time example of how prioritizing problem education over product education can drive action (and sales) much faster.

Through a 3 pronged, education-first marketing approach of trade shows, organic content, and influencer campaigns with dental professionals, Slate Flosser’s sales have increased by 20%, going from $10K months to experiencing $10K sales days.

Here’s Brynn’s take on how problem awareness changes user behavior and drives purchasing power.

View the transcript for this episode at: https://otter.ai/u/oZLu0BAAO4Ci84-PStv4Pw2KB3w?utm_source=copy_url

Thank you to our sponsor!

• Uplevel your healthy habits with Soursop's Cell + Immunity gummies and shakes! Get 20% when you use code 'CEO20' at https://www.soursopnutrition.com/

Connect with Brynn:

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Today’s case study is a lesson in using customer feedback to evolve your brand. Despite uniquely positioning themselves as frameless prints for 15 years, Fracture recently made a surprising move.

When Meredith English, who led teams at well-known consumer brands like Crocs and Daily Harvest, became the new CEO of Fracture, she recognized the customer demand for a framed option of their signature frameless glass photo prints, and took a calculated risk to roll out this product add-on.

Introducing this add-on to their checkout resulted in a 20% increase in their average order value, improved their customer acquisition costs, and finally converted fence-sitters who had been sitting for ages on their email list into paying customers.

Here’s exactly how Fracture made this decision and launched this add-on, and when it's smart to adapt your business to grow alongside your customers’ evolving preferences.

View the transcript for this episode at: https://otter.ai/u/RpoGvP9Pdn_GV-_ZhZ38y3pWehA?utm_source=copy_url

Thank you to our sponsor!

• Uplevel your healthy habits with Soursop's Cell + Immunity gummies and shakes! Get 20% when you use code 'CEO20' at https://www.soursopnutrition.com/

Connect with Meredith:

Link mentioned in the episode

• Net Promoter Score software: https://fracture.asknice.ly/login/?uri=%2Fdash%2Foverview

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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Imagine if 4-day work weeks didn’t only occur when a holiday weekend rolls around. Beyond more free time, do shorter work weeks also create financial gain?

Today’s case study explores that question with Erin Diehl, founder of B2B professional development company, Improve It and best-selling author of “I see You! A Leader’s Guide to Energize Your Team Through Radical Empathy.”

After a life altering concussion last year, Erin knew she needed to prioritize her physical and mental health, which prompted her to research the logistics of working only 4 days per week. In October 2023, her company piloted this new structure for all internal staff for 90 days, creating benchmarks to help them determine if this trial had been a success.

Now nearly a year later, they’re still going strong with 4 day work weeks and have hit their end of quarter revenue goals for three straight quarters, seeing as large as a 77% growth in a single quarter.

Here’s the process Erin and her team used to successfully implement this.

View the transcript for this episode at: https://otter.ai/u/z8Q-Ug-rJFly8kzcK5BKLxb-1Ag?utm_source=copy_url

Thank you to our sponsor!

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Connect with Erin:

Links mentioned in the episode:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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This is a replay of episode 117, one of our team-picked top 10 case studies that we felt deserved an encore.

We’re dissecting the case study of how Kim used creative negotiation tactics to turn a “no, we can’t afford you” response into a client paying $15,000 more than what they initially offered.

If negotiating makes you sweat, Kim’s advice will give you a MBA in negotiation in under an hour. 

Keep listening to learn how you too, can get paid over your asking rate when you learn how to problem solve pricing objections WITH your clients.

View the transcript for this episode at: https://otter.ai/u/AIu7WVT-VPX6vrnORv5G7q4fNn8?utm_source=copy_url

Thank you to those who supported Ellen in the National Mrs. America Pageant!

Connect with Kim:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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This bonus episode is the perfect resource if you're trying to figure out ways to overcome your ideal clients' objections to your offer. Jocelyn Montemarano - founder of Scale Your Resonance - walks us through the 5 main objections your buyers may have, and how to overcome them. Jocelyn doesn't believe in coercion as a sales method, so listen in to find out how you can approach your sales with a dedication to service and evidence at the heart of your strategy. Increase your conversions and finally turn lurkers into paying clients with these insights from Jocelyn!

Access the transcript of this episode HERE: https://otter.ai/u/8bEyL-0fzh_WRFhUVXBVdgcjCH4?utm_source=copy_url

Connect with Jocelyn:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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Feeling bored of doing the same launch over and over in your business, but not the ambition of starting and selling a new offer from scratch?

Today’s case study is a test of the perfect in between solution: selling a live cohort of an existing digital course with a low lift launch.

Candice Ward, food photographer and monetization coach for other food bloggers and content creators, decided to put a poll up on her IG story asking her followers if they would be interested in a 12 week, implementation-focused VIP coaching cohort of her signature course.

After receiving a positive response, she built out her new offer with minimal effort the very next day, selling only to those who had virtually raised their hand on her Instagram stories. By quietly launching only to this exclusive group through Instagram stories and DMs, Candice sold out of all spots, injecting $12K into her business in just 6 days!

We’ve got the full scoop on this quiet launch and how you can replicate something similar to refresh your digital courses (and revenue).

View the transcript for this episode at: https://otter.ai/u/iW3DYSUsrr6u1S2FGLQfCpF5YY4?utm_source=copy_url

Thank you to our sponsor!

• Uplevel your healthy habits with Soursop's Cell + Immunity gummies and shakes! Get 20% when you use code 'CEO20' at https://www.soursopnutrition.com/

Connect with Candice:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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When is the right time to exit your business?

For Suneera Madhani, it was after taking her fintech startup, Stax, from idea to unicorn - a moniker coined for the rare privately-held company that reaches a billion dollar valuation.

After selling to private equity and finding a new CEO to lead the company’s next stage of growth, Suneera knew she wanted to return back to the building phase of business.

Taking everything she knew about building a billion dollar business, Suneera’s set out to do it again, this time with Worth AI - a company creating the first ever credit score for businesses.

In today’s case study on lessons from building a billion dollar brand, Suneera shares the wisdom she took from her exit that she’s applying to this new venture, so you can borrow her hard-earned lessons & hindsight as well.

View the transcript for this episode at: https://otter.ai/u/2TQtOkZEtS02epBZPV61RS8MbY8?utm_source=copy_url

Thank you to our sponsors!

Connect with Suneera:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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I always say, the best business ideas come from looking outside your own industry. Today’s case study affirms just that. In 3 short years, this CEO has 3Xed her revenue without increasing her marketing spend AT ALL. In fact, she’s spending a fraction of what her competitors’ are, with greater success.

The client acquisition engine that grew her business from $1 to $6 million? A robust, mostly automated referral network.

Vanessa Rissetto is the co-founder and CEO of Culina Health, a revolutionary clinical nutrition care company, giving best-in-class virtual nutrition care covered by insurance. Instead of selling their services directly to the patient, they’ve structured a referral system with doctors and physicians who send their patients directly to them.

This referral program has grown by 9x in the last 3 years, generating 85% of the company’s overall revenue. Here’s the kicker though: there are no financial incentives involved for the referral partners.

So what motivates the referral partners to keep sending new clients their way? Keep listening to find out.

View the transcript for this episode at: https://otter.ai/u/y9T7HJatL2JnUoAPmuukHXjDPPE?utm_source=copy_url

Thank you to our sponsors!

Connect with Vanessa:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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Is it ever a good idea to work for free? Many entrepreneurs wouldn’t consider it, especially after being in business for years, but this CEO makes a solid case for why selective pro bono work pays off - sometimes more than you would have even netted from charging for the original service.

Tracy Marlowe, founder of marketing agency Creative Noggin, has consistently taken on 1-2 pro bono projects a year. In today’s case study, Tracy details how she’s made MILLIONS of dollars in ROI over the years with this unconventional marketing strategy, either landing paid contracts with satisfied pro bono clients, or referrals from other businesses who were impressed with her work.

View the transcript for this episode at: https://otter.ai/u/BziZqzdteytTGuT3X37PW8nCgeo?utm_source=copy_url

Thank you to our sponsor!

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Connect with Tracy:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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This bonus episode on securing brag-worthy bylines pairs perfectly with Monday's case study on creating viral content for major publications using AI. Ericka Andersen - founder of Pitch and Publish Writing Co. - walks us through exactly how to pitch and get paid by media outlets to write content for them in your area of expertise or interest. Ericka makes six figures a year doing exactly this! Ericka gives us the insider scoop on how to pitch the right person, why it's important to have a strong thesis statement for your proposed article, and the reasons writing your own articles is better than being interviewed or featured in a story.

Access the transcript of this episode HERE: https://otter.ai/u/AdK0LzKYHDfSsT7aIi_Doo9NsdA?utm_source=copy_url

Connect with Ericka:

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

If you enjoyed today's episode, please:

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