Innovate & Elevate with Fractal

Do your current customers love you, but new customers are struggling to figure out exactly what you're selling? Well, you might just have a positioning problem.

If you're competing on price, you've probably failed in marketing.

Price is a variable that is easy to compare, and cheap is a terrible strategy where only one business wins, and that'll be the business that's best at cutting costs.

If you're a business founder, I bet that's not the kind of business you want to build.

Is your startup falling into the false positive trap? You’re not alone. Many startups see huge engagement from creative campaigns, but if that interest doesn’t lead to sales, it’s a false positive.

In this episode, we dive into how Fractal helps startups avoid this common pitfall. Discover the importance of problem-focused messaging, sales-driven strategies, and creating meaningful connections that turn interest into action.

Don't just generate buzz—generate sales! Tune in to learn how to make your marketing efforts truly impactful.

Every startup founder seems to share one fear: that someone will steal their business idea.

In this podcast, Gerard will discuss why having your business copied can be a good thing. If someone wants to copy your startup idea, it means it's desirable and validated by the market. Build a strong brand to defend your early-mover advantage and stand out from the competition.

Good products fail all the time – when they’re not marketed properly.

In this episode, Gerard discusses how a product’s success depends on a combination of factors, including effective marketing. You can't kid yourself into thinking a better product is all you need. Instead, understanding your customers, building a strong brand, and using the right marketing techniques to reach them is the best way to establish your product in the market.

There’s one thing that so many startups miss when first getting started: being small can be a big advantage.

In this podcast, Gerard discusses how acting like a big company can often cause customers to avoid interacting with you, and presenting yourself authentically can be one of the biggest drivers of growth for small businesses.

What sounds more successful: a company that tricks you into wanting their product, or a company that’s been steadily providing a useful service since 1972?

In this podcast, Gerard discusses how marketing is often misunderstood as a means to trick customers into buying a product or service. However, effective marketing is actually about understanding the needs and desires of the target audience, highlighting the unique benefits of a product or service, and building trust and relationships with customers. Honesty and transparency in marketing are core tenants that will always result in beneficial customer relationships.

Ever tried to cancel your gym membership and just ended up frustrated? Did you then tell everyone you met about how crappy the gym was?

In this episode, Gerard explores why making it easy for customers to leave can actually boost your success and help build a high-quality user base. In a world full of grabby gyms and Netflix-style “are you sure you want to cancel” emails, this surprisingly innovative strategy is a breath of fresh air for customers.

What sounds better: marketing that loudly bludgeons you over the head with its message, or something that calmly integrates into everyday life?

In this episode, Gerard discusses how the best marketing is subtle and unobtrusive, seamlessly blending into daily life. Native and experiential marketing techniques are less annoying, more enjoyable, and builds trust and credibility with target customers.

Is having the lowest price really the selling point you want?

In this podcast, Gerard discusses the ways that startups can focus on creating value for their customers instead of competing on low price, which can lead to perceptions of poor quality, low profits, and a race to the bottom. By creating value through high-quality products, excellent customer service, and unique features or benefits, startups can distinguish themselves from the competition and command better market position.