In this episode of Predictable B2B Success, Vinay Koshy interviews Laurier Mandin, founder and CEO of Graphos Product and author of "I Need That." Mandin draws on over 25 years of experience and more than 6,000 product launches to explain why some products achieve lasting success while others do not. He offers practical insights on how effective validation can transform product launches and highlights common mistakes businesses make in this process.

The episode explores why innovative founders may hesitate to seek honest market feedback, the neuroscience behind B2B buying decisions, and the frameworks Laurier Mandin uses to reduce risk and create compelling offers. It also covers how to identify emotional triggers in enterprise procurement and leverage post-mortems on lost deals for continuous improvement.

Listeners will learn how to distinguish between "nice-to-have" and "mission critical" features, avoid confirmation bias, and leverage AI disruption for competitive advantage. The episode provides a candid and practical approach to achieving predictable B2B product success.

Some topics we explore in this episode include:

• The founding story of Graphos Product – How Laurier Mandin transitioned from journalism to product launches.
• Team building and leadership – The value of a seasoned, long-standing team for successful product launches.
• Product market fit and validation – Why early, unbiased validation is critical and how to do it right.
• Psychology of B2B buying – Understanding emotional (limbic) vs. rational (tank brain) buyer responses.
• Identifying triggers and pain points – Methods for auditing users and understanding their real motivations.
• The CLIMB framework and coveted condition – Mapping the aspirational outcomes buyers seek from products.
• Positioning and messaging – Turning research into clear, compelling statements that resonate with stakeholders.
• The power of case studies and visuals – Using infographics and storytelling to enhance credibility and interest.
• AI’s role in differentiation – Leveraging AI for efficiency and innovation, and why resisting it isn’t an option.
• Gaps in B2B validation practices – What B2B teams can learn from consumer brands about staying close to customer needs.
• And much, much more...