Navigating the Growth Dilemma with Ryan Hamilton

Welcome to the What's Next! Podcast with Tiffani Bova.

I'm thrilled to welcome Ryan Hamilton to the show this week. Ryan is an associate professor of marketing at Emory University's Goizueta Business School. He has consulted on branding with Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others, and has been a keynote speaker. He cohosts a podcast, called The Intuitive Customer, which applies the insights of behavioral science to customer experience. He has produced lecture series on both marketing and human decision making for The Great Courses. He is the co-author of a new book, The Growth Dilemma.

THIS EPISODE IS PERFECT FOR…anyone navigating brand growth and customer strategy decisions across evolving markets and customer segments.

TODAY'S MAIN MESSAGE…growth is a natural goal for businesses, but attracting new customers can unintentionally alienate the ones you already have. Ryan calls this the growth dilemma. As you expand your customer base, you risk creating conflicts between different groups of customers, conflicts that can undermine your success. Ryan outlines four kinds of customer conflict and how businesses can better anticipate and manage them before making big moves.

KEY TAKEAWAYS:

• Growth can backfire if you don't manage customer conflicts

• Start by maximizing value from existing customers before chasing new ones

• The four common conflict types are functional, brand image, user identity, and ideological

WHAT I LOVE MOST…Ryan's insight that brands often chase new customers without realizing the conflicts it creates, when the gold might already be in their existing customer base.

Running Time: 27:02

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Ryan & Annie's Book: The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things