Eddie Yoon is a category designer, strategist, and the author of "Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth." 

In this episode of Good Revenue, host Neeta Bidwai and Eddie cover:

• How Eddie drove $10B+ in profitable growth for firms and brands by understanding who the superconsumers are and what they care about.
• Eddie’s core insight: superconsumers spend 30-70% more than everyone else and power the business. 
• The universal applicability across B2C and B2B of focusing on superconsumers to innovate and grow.
• The impact of geographical clusters of superconsumers, the future of customer acquisition costs, and the vital role of high-performance companies’ mission-driven approaches in sustaining long-term success.
• Practical advice on category design, based on his work at Category Pirates, and emphasizes the indispensability of honesty and mission alignment in achieving groundbreaking success.
• Significance of outliers as future trends, even if their actions appear unconventional, and their actions are always logical from their perspective.
• Effectiveness of small, diverse, and future-focused skunkworks teams and pilot projects.
• High-performance companies are guided by a clear purpose, transcending short-term gains.
• Why Superconsumers and category design necessitate unwavering honesty. 

_

Where to find Eddie:

https://www.linkedin.com/in/eddie-yoon-ewg/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction to Eddie Yoon and Super Consumers

00:59 Eddie Yoon's Consulting Journey

02:30 The Power of Super Consumers

03:34 Cultural Insights and Consumer Behavior

05:02 Applying Super Consumer Insights in Business

06:25 Super Consumers in B2B and Emotional Engagement

07:47 Identifying and Leveraging Super Consumers

17:58 Super Geographies and Market Segmentation

24:40 Category Design and Business Strategy

40:36 High Performance Companies and Mission-Driven Success

43:15 Conclusion and Farewell

_

Referenced:

• Category Pirates: https://www.categorypirates.com/ 

• Superconsumers by Eddie Yoon: https://bookshop.org/p/books/superconsumers-a-simple-speedy-and-sustainable-path-to-superior-growth-eddie-yoon/9049138 

• 7 Questions to Ask to Find Your Superconsumers: https://www.categorypirates.com/post/7-questions-to-find-your-superconsumers

• Eddie Would Grow: https://www.eddiewouldgrow.com/ 

• The Cambridge Group: https://www.thecambridgegroup.com/ 

Hosted on Acast. See acast.com/privacy for more information.

Mandy Lozano is an experienced strategy & marketing executive at Nestle, Starbucks, and PepsiCo as well as startups like Spoke Sciences and MiiR. 

Key Takeaways:

*Strategy gets a bad rap, but strategic thinking helps you with frames so you can correctly identify the problem, eliminate extraneous info, and drive outcomes. It’s simple but effective. And it removes subjectivity and improves alignment. 

*It takes discipline to arrive at the correct problem definition. 

*Data leads to insights which leads to action.

*You have to have faith in the data as a gating criteria. And then think about where you might get it from beyond the obvious. You’d be shocked how few people in an org are comfortable with this. 

*True leadership is about empathy. People need to feel heard. If not, their energy isn’t being channeled effectively, it can be destructive. 

*Values are what make an exceptional organization like PepsiCo.

*Great leaders are there to remove obstacles, not to tell people what to do. Or to do their work for them.

*The best companies never forget who the customer is. And they listen to those customers, and genuinely meet their needs.

*It’s not about getting the customer to do what you want. You want to do what the customer wants. And sometimes it’s not what they tell you.

_

Where to find Mandy:

https://www.linkedin.com/in/mandylozano/

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://dfnstrategy.com/goodrevenue 

Sound by RPS Audio

Hosted on Acast. See acast.com/privacy for more information.

Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about. That’s why it’s an incredibly powerful tool, when done well. 

In this episode of Good Revenue, host Neeta Bidwai covers:

• Why data-backed thought leadership changes mindsets, shows differentiated value, & is hard to copy 

• How thought leadership differentiates from transactional & educational content (and why insights can’t be outsourced to AI) 

• Extensive data supporting the effectiveness of thought leadership in today's business environment 

• Why original insights & research are rewarded by executives, search, & social media

• Self-serve buyer journey requires vendors to build credibility with buyer who won’t take meetings or answer phone calls

• A systematic framework for building, resourcing, and distributing a strong thought leadership program

• How to focus on the right KPIs to measure success and why good content builds trust, brand, and ultimately great revenue.

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction to Thought Leadership

00:34 Defining Thought Leadership

01:42 Types of Content: Transactional, Educational, and Thought Leadership

05:04 The Importance of Thought Leadership in Competitive Markets

07:04 Data Supporting Thought Leadership

15:46 Framework for Building Thought Leadership

22:04 Executing Your Thought Leadership Strategy

27:52 Distribution and Media Strategy

35:19 Measuring Success: KPIs for Thought Leadership

41:02 Conclusion and Final Thoughts

_

References:

• LinkedIn / Edelman report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report 

• Pavilion / Kickstand report: https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf 

• What is information gain? https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763

• Hard to measure channels: https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/

• Zero-click content: https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/

• Buyer journey data: https://goodrevenue.io/buyerjourney

_

Sound by RPS: https://www.rps-audio.com/ 

Hosted on Acast. See acast.com/privacy for more information.

Baljeet Singh, a product executive with experience at Google (2x), (real) Twitter, YouTube, Invoy, and Livongo, has led product strategy, monetization, roadmap definition, and organizational design for both consumers and enterprises.

In this episode of Good Revenue, host Neeta Bidwai and Baljeet cover:

• Why stage and context are crucial in product development - what works in one company may not work in another. 
• How to develop effective monetization strategies, business models, and product values with real-world examples. 
• Achieving and maintaining product market fit (non-linear acceleration in metrics over a period of time), especially in different industries, requires aligned incentives, early conversations about monetization, and good checkpoints like YouTube and Google Maps enterprise. 
• Why calculated risks and North Star metrics are essential for achieving product success, and why those metrics should evolve over time.
• Why you can’t just build a product and expect it to sell itself, and why you need to tackle product and its go-to-market concurrently.
• The difference between a nice-to-have and a must-have can be small. Honesty with yourself about this lies in customer validation.
• Why great product leaders separate passion from attachment. 
• Frameworks for prioritization, avoiding low-hanging fruit, and the evolving dynamic between founders and product leaders.
• Actionable advice for founders and executives aiming to build successful, scalable products.

_

Where to find Baljeet:

https://www.linkedin.com/in/baljeet-01-singh/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Referenced:

Big Rocks framework based on the work of Steven Covey: https://www.franklincovey.com/courses/the-5-choices/choice-3/ 

North Star metrics: https://www.reforge.com/blog/north-star-metrics 

Youtube: https://www.youtube.com/ 

Google maps: https://www.google.com/maps

Techquity: https://www.techquity.ai/

Invoy: https://www.invoy.com/

Livongo: https://www.livongo.com/ 

Niantic: https://nianticlabs.com/ 

Hosted on Acast. See acast.com/privacy for more information.

Host Neeta Bidwai discusses the most important things you need to know if you’re just getting started with pricing, and why monetization should always be a strategic priority for your organization. 

In this episode of Good Revenue, we cover:

- Why pricing isn’t about price points or matching the competition. It’s about validating customer needs, values, and willingness to pay.

- Ten benefits derived from pricing work, including segmentation, packages, business model evaluation, and clearer communication with customers.

- How to focus on high ROI segments instead of one-size-fits-all.

- Why pricing & packaging will evolve as you scale. Re-find product-market-pricing fit at each stage and as markets change.

- Why you have to deliver more value to existing customers to retain them. Never assume acquiring a customer means you’re done.

- Why you should explore various business models, not just usage or flat subscription, and align your value metric with what customers care most about, which varies by segment.

- How monetization can be a differentiator if you understand your best customers’ values, and why you should never assume competitors have done the work.

- Key questions and research methodologies for evaluating a single product, multiple products, or multiple brands. 

- The difference between personas, Ideal Customer Profiles (ICP), and true segmentation, and why you need to understand segment-specific value and willingness to pay.

- Methodologies like Van Westendorp, Gaber Granger, max diff, and conjoint.

- Why the entire organization should be involved in pricing - marketing, sales, and product - not just finance.

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights

00:00 Introduction to Good Revenue

00:21 The Importance of Pricing and Packaging

01:21 Top 10 Benefits of Pricing Work

03:30 Understanding Value in Pricing

05:43 Segmentation and Customer Value

08:30 Key Considerations for Pricing and Packaging

12:36 Effective Pricing Research Methodologies

18:46 Business Questions for Multiple Offerings

23:35 Implementing Pricing Insights

30:34 Conclusion and Final Thoughts

_

Sound by RPS: https://www.rps-audio.com/ 

Hosted on Acast. See acast.com/privacy for more information.

Willow Hill is Chief Creative Officer and co-founder of ScoutLab. 

In this episode of Good Revenue, host Neeta Bidwai and Willow cover:

• Insights and experiences from notable rebrands, including Airbnb, Venmo, and Apple.
• Why short-termism is not your friend when it comes to brand. If you want a $100M+ market cap, it’s a long-term game.
• How to tell when brand work or a rebrand makes sense, and why you need to focus on business metrics to do brand work well. 
• Why if you’re not differentiated in your category, it’s worth investigating whether you need to rebrand.
• Overlooked internal aspects of brand building and the true return on investment (ROI) of effective branding.
• How companies should integrate branding across all departments and measure the success of their initiatives.
• Importance of internal branding, customer experience, and the evolution of brand strategies over time.
• Recommendations on initiating brand projects, avoiding common pitfalls, and achieving brand consistency.

_

Where to find Willow:

https://www.linkedin.com/in/willowh/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction to Willow Hill and Her Career

00:38 The Importance of Internal Branding

02:47 Defining and Building a Brand

05:37 Effective Rebranding Strategies

14:49 Case Studies and Success Stories

21:40 Challenges and Considerations in Rebranding

27:05 Key Takeaways and Conclusion

_

Referenced:

• Apple: https://www.apple.com/ 

• Airbnb: https://www.airbnb.com/ 

• ScoutLab: https://www.scoutlab.com/ 

• Venmo: https://venmo.com/ 

• Maple: https://www.growmaple.com/ 

• Adidas: https://www.adidas.com/us 

Hosted on Acast. See acast.com/privacy for more information.

Cassie Young is a General Partner at Primary Ventures. She’s also a longtime SaaS operator with stints as Chief Revenue Officer and Chief Customer Officer at Sailthru and at its acquirer, Marigold.

Cassie tells us exactly why customer centricity is about driving outcomes customers care about, why retention is your cheapest form of growth, and why the best companies are all about alignment.

Key Takeaways:

• The playbook for building a company is the playbook for building a company regardless of which stage you’re at. Resourcing and order of operations may vary, but at the core, stage doesn’t really matter in terms of building a successful venture-backed business.
• Centering on customers is so much more than NPS. It’s about driving outcomes customers care about. 
• Retention is your cheapest form of growth. Too many companies miss this.
• Common GTM pitfalls you have to solve for from the earliest days: 1) mastering qualification and discovery & 2) pipeline coverage – how real is your plan to hit plan.
• There is merit to having diversity of customers in the early stage but you have to know you’ll need segmentation to actually grow longer term.
• All jobs ultimately converge the more senior you become.
• The best CEOs & senior execs are out with customers every day.
• People fail to thrive in executive functions when they’re overly concerned with their own team’s success, at the expense of the business. Senior leaders need to work on the business not just in the business. 
• Top advice for CEOs & executives: Do absolutely everything you can to make your customers successful, and everything else will take care of itself. 
• Sharing customer insights intentionally and consistently changes mindsets and helps drive alignment across GTM teams.
• High performance companies are completely aligned, and it really shows up in incentives at every level of the org, all the way up to executive compensation. You will see real behavioral changes when your head of product has their bonus tied to NPS and new logos.
• Aligned goals at Sailthru included: exit ARR, a NPS target, cash-oriented target which evolved into an EBITDA target. 

_

Where to find Cassie:

https://www.linkedin.com/in/cassyoung/

https://www.primary.vc/

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

_

Where to find Good Revenue:

https://dfnstrategy.com/goodrevenue 

Sound by RPS Audio

Hosted on Acast. See acast.com/privacy for more information.

Manisha Shetty Gulati, a seasoned healthcare executive and former McKinsey partner, began her career in international development. She recently served as Chief Growth Officer at Commure and currently serves on Model N’s public company board and ReSurge International’s non-profit board.

In this episode of Good Revenue, host Neeta Bidwai and Manisha cover:

• Surprising challenges of healthcare across different countries, the critical role of understanding incentives, and the importance of personalization in care.
• Advice for healthcare firms, investors, and entrepreneurs on navigating the industry’s economic dynamics and emphasizes the need for partnerships and a customer-centric approach.
• Strategies for effective transformation in healthcare organizations and the critical role of board members in driving long-term value.
• How Manisha’s background and experiences with McKinsey and various health tech ventures have shaped her understanding of the healthcare system’s complexities.
• The importance of understanding incentives within the healthcare ecosystem and discusses barriers to innovation, particularly incentive structures and the need for integration across different sectors.
• The potential for technology and startup innovations to reshape healthcare delivery while acknowledging the need for systemic changes and partnerships for sustainable impact.
• Crucial aspects of building successful business models in healthcare, the role of customer-centric approaches, and the importance of adaptability and transformation in business strategies.
• Insights from Manisha’s experience on a public company board and how it informs her operational work, emphasizing the importance of balancing long-term shareholder value with immediate business needs.
• High performance firms focus on customer obsession, resource allocation, and strong organizational culture in a hybrid work environment.

_

Where to find Manisha:

https://www.linkedin.com/in/manisha-shetty-gulati/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction and Guest Welcome

00:14 Manisha's Career Journey

02:10 Challenges in Healthcare

03:25 Innovation and Technology in Healthcare

05:02 Business Models and Incentives

13:49 Direct to Consumer Healthcare

15:11 Building Successful Business Models

21:28 Transformation and Change Management

25:39 Board Influence and Long-term Strategy

31:00 High Performance Companies

32:59 Conclusion and Farewell

_

Referenced:

• McKinsey: https://www.mckinsey.com/

• Commure: https://www.commure.com/ 

• Model N: https://www.modeln.com/ 

• ReSurge International: https://resurge.org/ 

Hosted on Acast. See acast.com/privacy for more information.

Nadia Morozova is a Global Chief Analytics & Insights Officer – Brand, Marketing & Communications at EY in London. She’s an advocate for customer-centric decision making in business.

In this episode of Good Revenue, host Neeta Bidwai and Nadia cover:

• The importance of customer-centric decision-making and the value of insights in driving business outcomes.
• Evolving landscape of marketing mix modeling in a post-GDPR world and the necessity of a data roadmap and quality data for effective use of this tool.
• Significance of automation in updating models and the role of statistical quality in making robust decisions.
• Relevance of Return on Ad Spend (ROAS) versus Return on Investment (ROI) as metrics for ad performance.
• A case study from her time at TikTok, illustrating the application of segmentation and audience mindsets to shift advertiser perceptions and improve user engagement.
• How companies can better integrate insights into business strategy and execution, underscoring the importance of senior leadership trust and cultural change.
• Insights on leveraging data for product discovery and purchase decisions, and how companies can structure their analytics functions to maximize business impact. 
• Key takeaways include the importance of a clear data roadmap, senior leadership commitment, and building a culture of trust to ensure data insights are effectively used in decision-making.

_

Where to find Nadia:

https://www.linkedin.com/in/morozovanadia/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction to Nadia Morozova

00:29 The Value of Insights in Business Outcomes

01:31 Marketing Mix Modeling in a Post-GDPR World

04:42 Automation in Marketing Mix Modeling

07:38 Understanding ROAS and ROI

09:49 Segmentation and Audience Mindsets

18:23 PhD Research and Business Impact

21:53 Connecting Insights to Business Results

26:48 Advice for Smaller Companies and Startups

29:05 Conclusion and Final Thoughts

_

Referenced:

• Marketing mix modeling: https://en.wikipedia.org/wiki/Marketing_mix_modeling

• Return on Ad Spend (ROAS): https://advertising.amazon.com/library/guides/return-on-ad-spend-roas

• The EU’s General Data Protection Regulation (GDPR): https://gdpr-info.eu/ 

• EY: https://www.ey.com/en_us 

• Enriched Insights: https://enrichedinsights.com/

Hosted on Acast. See acast.com/privacy for more information.

Hilda Mwangi is a customer-centric CFO with experience across private equity, large enterprises, the public sector, and startups. 

In this episode of Good Revenue, host Neeta Bidwai and Hilda cover:

• Risk assessment, resource allocation, and prioritizing quality over quantity in revenue, EBITDA, and customer acquisition.
• Hilda emphasizes the importance of strategic planning, effective team collaboration, and adaptive leadership.
• The pitfalls seen in venture-backed models that prioritize quantity, leading to high churn rates and misallocated resources.
• Importance of team-based strategic planning and highlights the necessity of understanding and adapting to customer needs.
• The changing buyer journey, the role of marketing in this new era, and the need for predictive rather than reactive strategies.
• Key takeaways include the role of a visionary CEO, the importance of cohesive teamwork, and the critical need for resilience and perseverance in business leaders.

_

Where to find Hilda:

https://www.linkedin.com/in/hildamwangicfo/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction and Guest Welcome

00:15 The Role of a CFO in Large Entities

02:01 Quality vs. Quantity in Revenue

03:52 Challenges in Investor-Backed Models

07:40 Resource Allocation in Uncertain Times

10:42 Teamwork and Strategy in Decision Making

12:40 Addressing Misaligned Expectations

16:20 Fixing Business Models and Customer Issues

21:30 The Importance of Attribution in Marketing

30:15 High-Performance Companies and Leadership

32:17 Final Thoughts and Encouragement

_

Referenced:

• Neustar: https://home.neustar/

• Fannie Mae: https://www.fanniemae.com/ 

• HAZ: https://hazadvisors.com/ 

Hosted on Acast. See acast.com/privacy for more information.