ValuClarity

Your customer value comes from your differentiation. Tom Brady, VP of Business Development for Flow Pharma and I talked about Flow's differentiation, which is pretty powerful. We explored what customer outcomes can be achieved using that differentiation, and then what markets/customer groups most desire those outcomes. Flow is building a business exactly along those lines

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Rhys Ryan leads Ekkobar, who leapfrogs social media analytics. Where analytics can tally clicks, likes, shares, seconds on a page etc., Ekkobar's social media insights figure out what people are thinking about you, how bad that misstatement was -- or wasn't -- and what they intend to do about it.

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Peter Voss is the founder and CEO of Argo, whose AI has upped the chatbot interactions that companies can have with customers. We talked about what AI currently does, and what AI can't yet do that makes AI so artificial. We also talked about how AI helps clients provide value to customers better than chatbots.

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I've been ruminating lately about the challenge of helping big organizations sell and price value more effectively...vs. the challenge of helping more agile companies become more holistic in their pursuit of customer value. There's a huge difference. Doing the first is straightforward and pays well. Doing the second requires searching for that rare company who's ready to do something special - which is simple in concept, but hard to implement in a company who is tied to convention.

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Darrell Amy and I are kindred spirits who believe in the importance of customer value. He co-hosts the Selling From the Heart Podcast, and his book "The Revenue Growth Engine" is on my bookshelf -- extolling how to coordinate sales and marketing functions in your organization. We help somewhat different clients: he likes working with companies who sell a repeated purchase that is differentiated by how the customer is sold to, where I like helping clients who are looking for a trusted consultant to help them make a better buying decision. It turns out that sellers are the X factor in both situations. Great stuff!

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David Newman has released his newest book, "Do It! Selling" (the latest in his "Do it!" series of books). David is an old friend, and serves speakers, coaches and consultants who have strong intellectual property, but who aren't confident in their ability to get more of the right clients at the right prices. This latest book is a home run for those audiences, but is a great sales primer for anyone launching out in the world of sales. We talked about his book, and our shared passion for selling -- and pricing -- more value.

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Tim Rohrer wrote and published "Sales Lessons of the World's Greatest Mentor" as an homage to the most influential person in his career. This was a work of love, and shares lessons in story format -- super impactful, and a super easy read. This is a highly recommended book!

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Julie Roehm has held positions with some of the world's greatest companies, most recently as Chief Experience Officer with Party City -- is there anything more "customer experience" than a company that helps the world celebrate stuff? Julie and I talked about some of her very sophisticated -- yet simple -- innovations that she drove. What an incredible interview. Thanks, Julie!

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Keith Dorson owns Win-Win Investments, a financial planning firm. He's not the first financial planning professional on the podcast, but he's the first to call his clients owners; they own their lives, their journeys, their stories. Keith treats them like that. It's pretty cool to hear him share his approach to practicing customer intimacy. I hope you enjoy it as much as I did.

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Carl Kwan is the founder and head of Kwan Multimedia, and helps his clients produce video content that reinforces your value and moves customers through their buying process. He has over 18 years (since the infancy of YouTube), plus years before that as am image coach, making video content that does precisely that. We had a great conversation about not only the (obvious) importance of video, but the importance of well-crafted video messaging. Pretty impactful stuff. Thanks Carl!

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