In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, Laurier shares key insights on how to create products that resonate deeply with consumers.

Key points covered:

1. The psychology behind why people buy certain products
2. How to transform a product from a "want" to a "need"
3. The CLIMB™ framework for understanding product benefits
4. The concept of the "Coveted Condition™" in product development
5. Strategies for effective product validation
6. Overcoming consumer resistance to new products
7. The three selves of the consumer: Remembering, Experiencing, and Third Self
8. Creating intuitive user interfaces through natural mapping
9. The importance of storytelling in product marketing
10. Scaling strategies while maintaining focus on core customer needs

Laurier emphasizes the importance of understanding deep-seated customer needs and aspirations to create truly compelling products. He introduces novel concepts like the "Third Self" and provides practical advice for product developers and marketers.

Whether you're a startup founder, product manager, or marketing professional, this episode offers valuable insights to transform your approach to product development and marketing.

Get your copy of "I Need That" now:
Hardcover
Paperback
Kindle eBook
Audible Audio Book

Visit Laurier Mandin’s author site and sign up for his DAILY “Need Feed” emails at lmandin.com
Get product insights, learn about Graphos Product and read the Graphos blog at graphosproduct.com

Don't forget to subscribe to our podcast for more insights on product development, marketing, and innovation!

It can be infuriating how much time your marketing efforts take—especially when they get zero traction.

Wouldn't it be great if you could focus on acing activities you know will generate results? Chris Smith, cofounder of Curaytor and author of the bestselling (and newly revised edition of) “The Conversion Code,” shares data-proven ways to attract and convert buyers by making smarter use of all the tools you use, from text messages to TikTok.

After working for two billionaires, a billion-dollar publicly traded company and a startup that was acquired for 9 figures, Chris wrote “Peoplework” and the first edition of “The Conversion Code,” now used to teach marketing at Johns Hopkins University. In the six years since that first edition was published, the marketing landscape has been turned on its head by privacy restrictions, and Chris knew it was time to offer new solutions. Lots of them.

In this mind-blowing episode, Chris Smith shares some of the most valuable insights from the new book, including clever hacks and tricks you can use right away to get exceptional results from your website, social media, TikTok—and everything you do.

Buy The Conversion Code 2nd Edition on Amazon
Curaytor Website: https://www.curaytor.com
Graphos Product, The Product Marketing Agency website: GraphosProduct.com

It's not unusual for product makers to be terrified by the mere notion of product validation work. Often over-invested emotionally and financially in the product, they're afraid of what they might learn. And many don’t have confidence in their approach to conducting validation research.

But the learning will come one way or another, Darshan Mehta points out. And far better to get as many insights as possible early on, while there is time to make changes and the cost of doing so will never again be so low. 

There is nothing worse than learning once a product is IN the market that it has fatal flaws—except for discovering equally far along that nobody wants to buy it!

Darshan Mehta is the founder of iResearch, and author of “Getting to Aha!: Why Today’s Insights Are Tomorrow’s Facts.” In this episode, he explains the fascinating nature of insights, and how they can help validate product ideas and lead to meaningful discoveries for improvements. At iResearch, Darshan has created a unique resource for conducting cost-effective and insightful online focus groups via chat, anywhere in the world and in any language. Whether you are considering traditional focus groups, surveys, or interviews with prospective users, you'll find Darshan’s advice timely and helpful. 

It might even fast-track the “Aha!” moment you really need.

Episode Highlights: 

• Why we do product research (01:00)
• How insights predict the future (03:50)
• The real-world masters of testing and iteration (04:45)
• Fatal research flaws of product giants (05:37)
• Focus groups come in various forms (07:55)
• When customers are never wrong (09:36)
• Listen now or learn later: take your pick (11:21)
• Finding the people who represent your market (13:40)
• Learning to recognize and tap into insights (15:45)
• Conducting research without focus groups (16:46)
• The downside of analytics (18:29)
• Using insights to fill important gaps (19:04)

Buy Getting to Aha!: Why Today’s Insights Are Tomorrow’s Facts on Amazon
iResearch Website: iresearch.com
Graphos Product, The Product Marketing Agency website: GraphosProduct.com

Nearly all product companies grapple with pricing. What model is the best fit? How do you maximize the market value for a novel product without losing customers when it comes time to pay?

Dan Balcauski has spent 15 years helping product makers solve exactly these challenges. As founder of Austin, Texas-based Product Tranquility, Dan has guided many products from new concept incubation through successful launches and transitions. He helps high volume SaaS companies assess pricing practices and optimize pricing and packaging, guiding his clients to make the most impactful pricing decisions and communicate value convincingly to decision makers.

Highlights of this episode:
• How to know the value of a brand new product (01:47)
• What emotional value is, and why it matters (02:39)
• The purpose of Jobs To Be Done in pricing (03:33)
• How Airbnb got its value proposition right (07:04)
• The 4 components of Packaging (09:09)
• Why Freemium is a terrible idea (11:46)
• Upgrading perpetual license customers to subscription (13:05)
• Why Who and How you charge is what determines success (19:18)
• How to approach Willingness To Pay questions (20:00)
• The critical importance of segmentation (23:44)
• Talking to the RIGHT people about pricing (25:16)
• What most product makers get wrong with pricing (26:40)
• Understanding the process of pricing to do it right (30:32)

Product Tranquility Website: producttranquility.com
Graphos Product, The Product Marketing Agency website

Ever noticed that while most brands battle constantly with competitors for small gains, leaders like Apple, Tesla and Amazon play in an entirely different sphere? Stan Bernard, author of “Brands Don't Win” believes it's because the branding game is a lost cause. In this episode, he tells you how leaders transcend branding by creating a game no one else can win — and how to do it for your product.

As a senior fellow at the Wharton School of Business, Stan Bernard taught his Transcender System to MBA students for 14 years. He's been a consultant to top businesses for nearly four decades, and over 15,000 professionals have taken part in his business "War Games" simulations, his seminars and speaking engagements.

Stan's new book walks you through the Transcender System's proven and practical three steps, with case studies including Amazon, Starbucks, Nike and Tesla as well as emerging leaders like Halotop and Peloton. Join Graphos Product President and Lead Consultant Laurier Mandin for this mind-blowing discussion with Stan Bernard.

Episode Highlights:
01:30 What makes the Transcender System "the world's most powerful winning system for companies and their products."
02:45 How Transcender businesses, like successful political campaigns, use Agendas to focus and win
04:30 How Starbucks “Transcended” from one store per year in 1987 to 1,350 stores per year
07:15 The 3 ways to win: Competitive Creation, Competitive Re-creation and Competitive Categorization
11:15 Why "competitive advantages" are setting the bar too low
15:14 How changing up the Agenda can hurt your product
20:45 The four steps to communicating the Agenda: Memorable, Ownable, Winnable and Alignable
25:30 The Transcender System's "Four Winning A's" to champion and execute the Agenda effectively
35:00 How to adopt a Winning Mindset to lead your business through the Transcender System

Buy “Brands Don't Win” on Amazon
Graphos Product, The Product Marketing Agency website: GraphosProduct.com
Bernard & Associates website: DrStanBernard.com

R-RRIP! That was the way we've marketed and sold products for ages, being torn apart. Facebook, Google Ads and other digital ad platforms have been hammered by consumer privacy implementations, making it impossible for many advertisers to sell their products online profitably. 

Meanwhile, a succession of unbelievable supply chain issues make costs and material availability a nightmare that threatens the future of nearly every product maker—including those sourcing locally.

Maureen Mwangi teaches growing product makers to navigate challenges like these profitably, and joins host Laurier Mandin to share advice and insider tips from her work in launching products for the likes of Lays, L'Oréal, Dove and Chobani. She explains why huge brands like GE, Toshiba and Johnson & Johnson are suddenly transforming to become smaller, and what that says to startups and growth-oriented product businesses.

It's a jam-packed episode that covers many of the most important challenges facing product makers and product managers in the incredibly transformative era unfolding before us day-to-day. Here are a few of the highlights:

1:04 What you can learn from product giants becoming smaller, and have customers lean into your “smallness”
3:52 The two factors that MOST influence a customer’s buying decision, and how they relate to your product
5:44 How to leverage Fame, Frequency and Fluency to make your brand a household word with any audience
6:46 Why “scientific precision” is the key to profitability and success for a product business
8:48 Value Based Pricing, and how it can transform a product business into a profit leader
12:11 How to transition safely from a PPC-dependant eCommerce business to your own retail storefront
16:20 Why product makers’ growth strategy is different now, and how to embrace community building
18:35 How to manage supply chain gaps and avoid disappointing loyal customers
20:55 What is a “cash multiplier system,” and how having one can dramatically increase profitability
22:40 The one sure way to prevent customers from turning to your competition

Startward Consulting: https://www.startwardconsulting.com
Graphos Product, the product marketing agency: graphosproduct.com

Selling an innovative product relies on making change. And there can be a lot of resistance to adopting a new product of any size, but especially for B2B products with long sales cycles and complex onboarding processes. Margie Agin, author of Brand Breakthrough and chief strategist of Centerboard Marketing, helps product makers to accelerate adoption and achieve breakthroughs by distilling functions down to their core value propositions. Margie engineers “AHA!” moments for the brands as well as customers.

Be sure to grab Margie's Brand Breakthrough Action Guide for hands-on activities, checklists, interview questions and templates to kickstart your brand journey.

Here are some highlights from this can't-miss episode:

1:24: How to cruise through a blocker in the sales process
3:41: Using language and narrative to dissolve buyer resistance
4:45: Asking all the right questions (based on Margie’s market research experience)
5:41: “Poking the bruise” to trigger an urgent sense of need
7:10: Pulling the value from features to answer “What’s in it for ME?”
8:28: How (and why) small companies can connect better than the giants
10:50: Using archetypes in convincing tech people to embrace fun, customer-friendly narratives
14:43: Resonating with a diverse assortment of audience types
18:11: Building trust, in a world that distrusts brands
21:00: Testimonials that move buyers forward
22:35: Avoiding the most deadly mistake even the biggest product brands make

Centerboard Marketing: centerboard-marketing.com
Graphos Product, the product marketing agency: graphosproduct.com

We talk a lot about the high failure rates of consumer products. It’s a tough road, and launching a hit product is a rare event. Michael Sandeen is an innovator who’s exploded those odds—and he’s now done it twice. 

Thirty-five years ago Michael created Spin Jammer, a uniquely spinnable flying disc that sold by the millions in big-box retail stores like Walmart, Toys R Us and K-Mart. Then, in late 2020, he introduced SearBQ, a cast-iron griddle and press combination for the barbecue, and it turned to be his second hit product. But SearBQ doesn’t sell retail: it is only available direct-to-consumer (DTC), through what is now one of Shopify’s top-selling new stores.

It’s very deliberately a different strategy, and Michael Sandeen has been quick to adopt other new ways for SearBQ. He started out with a successful Kickstarter campaign, and due to pandemic-induced supply and shipping challenges, launched his summer product in the middle of winter—the winter solstice to be exact—and too late to capture holiday sales. 

Sales exploded nonetheless, and Michael quickly found himself facing new challenges, battling retail giants for shipping freighter space and Amazon for packing materials. Growth would be the next frontier in his DTC experiment, and he’d need to pull out everything he’s learned to manage it successfully. 

In this mouthwatering episode (we do talk about food more than we’d meant to—SearBQ has that effect) Michael Sandeen shares how he leveraged three-and-a-half decades of product design, manufacturing and selling experience to make launching a breakthrough product seem so easy. It ain’t just spin and sizzle—but those things help!

Here are some key-takeaways from this exciting and enlightening episode:

• How selling consumer products has transformed since the late ’80s (2:00)
• Why a retail veteran decided to sell only direct-to-consumer (3:30)
• How one big idea and two burned steaks sparked SearBQ (5:04)
• Delighting ideal buyers and winning over the haters (8:00)
• Why Michael won't use Kickstarter for another consumer product, despite his success (12:47)
• Things product-makers need to know about Kickstarter marketing agencies (15:08)
• The biggest lesson from supply-chain challenges and inventory depletion (17:00)
• Where you CAN'T beat Walmart and Target (17:45)
• The importance of continuous improvement, even when you’re crushing it (19:20)
• How beautiful product design and smart engineering are critical success triggers (20:00)
• The importance of putting the brand name front and center (22:15)
• Leaving room for buyers to surprise you (23:30)
• The (hands-down) best things SearBQ's inventor loves to cook on it (24:42)
• The innovation curve never ends (27:45)

Buy the SearBQ Griddle & Press online: SearBQ.com
The Product Launch & Marketing Agency: GraphosProduct.com

Consumers have had enough of phony product brands. Fabricated figureheads like Betty Crocker and the Marlboro Man ruled the twentieth century, but social media and customer reviews have permanently altered the landscape. Not only can we handle the truth—we demand it.

While everyone talks ad nauseam about “authenticity,” it’s still much easier to fall back into the old-world playbook. Emily Soccorsy and Justin Foster created Root + River to help product makers succeed at branding from the heart and build an enduring culture of truth. Doing it right creates new levels of joy, satisfaction and loyalty, but requires a new and very deliberate way of thinking. When businesses brand from the heart, amazing things happen, particularly three invaluable breakthroughs that always do.

Emily and Justin join Graphos Product Principal Laurier Mandin to talk about their proven approach to intrinsic branding, and share insights that will help you find and articulate what’s at the heart of your own product brand. 

Here are some key-takeaways from this informative and inspiring episode:

• Why today’s consumers refuse to buy falseness (1:45)
• How repelling the wrong buyers is as important as attracting the right ones (3:30)
• The “big gap” that causes branding failure, and how to close it (7:12)
• Why it’s smart to pause marketing to think about the brand (8:00)
• Why branding is a practice, not a department (10:19)
• The 3 amazing things that always happen when you brand from the heart (10:30)
• Why marketing is not the numbers game many CMOs think it is (14:35)
• How love is the reason products and teams succeed (17:00)
• Why you’re not looking for customers—you’re looking for believers (18:48)
• The real secret to creating emotion in your audience (20:00)
• How to build anticipation and demand before you even get to market (23:36)
• Why storytelling can make even “boring” brands thrill consumers (26:19)
• Finding and sharing YOUR belief system, whether your product is old or new (28:35)

Root + River: RootandRiver.com
The Product Launch & Marketing Agency: GraphosProduct.com

Pricing can make or break any product. Set it too high, and even best-fit customers will take a pass. Too low and you’re devaluing the product, stunting growth and possibly starving it for cash. 

But how do you craft a pricing structure that is just right—and be confident it is? And then how do you package your product offerings to attract specific buyer types, without alienating others? 

Pricing is a science, and those who do it effectively seldom fall into that success. Ajit Gjuman has led enterprise software product teams through the pricing process, and has interviewed a multitude of tech product leaders in writing his new book, "Price to Scale." He's also the head of product marketing at Narvar, a customer engagement platform that helps brands like Yeti, Levi's and Dyson drive long-term customer loyalty by unifying shipping and returns.

Ajit’s ultimate goal for the book was for any product manager or entrepreneur to be able to read it over a weekend, then methodically assemble end-to-end pricing in just 30 days. 

Ajit Ghuman joins Graphos Product Principal Laurier Mandin to explain how that is possible, and offer advice to listeners challenged with setting or resetting product pricing in order to profitably scale their business. 

Here are some key-takeaways from this power-packed episode:

• What team member is best-suited to implement your pricing structure (1:45)
• Ajit’s definition of “Positioning” (3:00)
• What is “Packaging” for a tech product, and what does it look like done right? (4:32)
• Identifying market segments for a brand new product (6:17)
• Where do “freemium” products work, and where are they a bad idea? (8:36)
• Understanding “Product-Led” strategy (11:32)
• How pricing and your margins relate to going to IPO or being acquired (13:44)
•  How to lead a team in pricing implementation, and influence the CEO (17:06)
• The alignment hack Helpshift used to 10X revenue from a key account (21:27)
• Using value metrics to optimize pricing and revenue (22:31)
• Why your cost to produce has nothing to do with what the customer will pay (24:55)

Price to Scale book: AjitGhuman.com
The Product Launch & Marketing Agency: GraphosProduct.com