How can YOU position your product or service in the market for consistent growth - in both customers and revenue - month-after-month?
There is nothing worse than building a product, service, or experience that you want to sell, putting it out into the world, and...
Or having your business - the one you poured your heart and soul in developing - dramatically underperform...
Or having your customers churn without knowing WHY...
The fundamental question for anyone in business should be...
What can I do to better serve my current and future customers today?
What if you could...
- Have the answer to “who will want to buy this?” before you spend time a ton of time or money on advertising and/or content marketing...
- Know exactly who to target your marketing to so that every dollar you spend on marketing is making you money instead of costing you money...
- Know exactly which customer segments are worth the most money for your business...
- Know how to market your offer to your customers in a way that grabs their attention without an extensive, costly, and lengthy A/B testing...
- Ship products that people can't wait to buy, with customers virtually begging you to sell them your product or service...
This is a reality for über successful companies, like...
and Twitter (I know because I work there)...
FACT: Customer focused businesses are more successful than those who aren't...
Every single decision originates from knowing their customers... and they go to great lengths to accomplish this.
And if you value your time and want people to buy your stuff your decisions should be no different.
You must get to know your customers.
Then, and only then, can you sell them things that they will actually care about. Things they need to get closer to their ideal state. Things they will geek out about.
This is the secret behind creating customers for life. Peter Drucker had it right when he said,
The purpose of business is to create and keep a customer.
Figure out what they need, what they want, and what they're willing to buy — to pay for, to read, to use, to share, to recommend.
So how do you become more customer-centric?
The single best way is through positioning your product or service to better serve their needs.
FACT: The shortest distance between two points is a straight line...
Trying to sell to your customers without DEEPLY understanding their needs is setting yourself up for A LOT of additional work and needless stress. You will spend needless time and energy testing, pivoting, and changing only to find that you have made no progress...
Why take the more complicated, long, hard route to success?
When you can take the EASY, effective, and efficient way by positioning your product or service as the solution to their problem?
Get the answers you need without spending a fortune on "Big Data" solutions, expensive software, or research firms who simply don't have the expertise to get the job done right the first time.
Positioning is the straight line - the SHORT and EASY way.
FACT: Customer interviews are THE SINGLE BEST starting point to help you POSITION your product or service...
You come up with a great idea. You spend countless hours wireframing, whiteboarding, building, writing, developing, and creating, only to hear...
Then, you spend hours editing, modifying, testing, outreach, marketing, building an email list and...
Then you attempt every strategy you can find online, and...
Then, you think maybe this idea wasn't the right choice. But no worries! You can just pivot. You have another idea that you think will be even more awesome than the first, and...
The cycle begins again, and again, and again...
This scenario sucks, yet so many people needlessly go through it. And it is completely avoidable.
The secret to consistent sales and "cult-like" loyalty is positioning.
To position, you must go where the "rubber meets the road." You must go talk to your customers.
The best way to talk to them is through rapid, rigorous, and relevant interviews.
FACT: Proper positioning can help you MAKE money...
Customer interviews are responsible for building a BILLION DOLLAR brand for consumer packaged goods giant Proctor & Gamble.
As the story goes, there was a scientist working in a lab on a secret project to create a new product that could eradicate bad smells. Proctor & Gamble had spent millions of dollars developing this colorless, cheap-to-manufacture liquid that could be sprayed on nearly anything to “remove” an odor.
The success of this formula was so certain, that Proctor & Gamble had spent millions of dollars developing an ad campaign they were sure was going to hit it out of the park. So certain in fact, that the marketers sat back and began anticipating all the ways they would spend their bonuses.
They launched the product that you know as Febreze.
A week passed. Then two. A month. Two months. Sales were shrinking.
It looked like all hope was lost...
The marketing team decided to conduct some in-depth interviews to figure out what had gone wrong.
The needed to understand why Febreze was failing so miserably.
One of the interviews was with an avid cat lover; she literally owned nine cats.
As the researchers walked into the home, one of the researchers crossed the threshold, he was hit by an
overwhelming odor that literally caused him to gag. This was nearly the exact time that the woman they had come to interview exclaimed that she something of a neat freak.
As they sat down on the couch, the team began asking questions. This exchange stood out:
“What do you do about the cat smell?”
“It’s usually not a problem,” she said.
“Do you smell it now?”
“No,” she said. “Isn’t it wonderful? They hardly smell at all!”
This interview was mirrored by similar interviews in dozens of other smelly homes.
The insight hit the researchers almost as hard as the initial cat odor; the reason Febreze wasn’t selling was that people couldn’t detect odors in their homes that they had become accustomed to living with.
In essence; they had become desensitized to the scent! Even the strongest odors fade with constant exposure.
This led Febreze to change the product, positioning, and marketing.
The original Febreze, conceived as a revolutionary way to destroy odors, became an air freshener used once things are already clean. Within two months, sales doubled. A year later, the product brought in $230 million.
Since then, the Febreze brand accounts for sales in excess of $1 billion a year. In fact, today it’s one of the top-selling products in the world.
Those interviews were worth more than a billion dollars.
What could positioning do for your business?
FACT: Every successful business encounters obstacles; it's what they do with them that makes them different...
There is no such thing as instant success. Everybody faces challenges and obstacles - Steve Jobs, Jeff Bezos, Elon Musk...
What will you do when you are faced with these obstacles?
Obstacle #1 - "We already have a logo and website."
Positioning isn't about visual assets. It is about who your customers think you are.
In this case, I like to go back to Bezos (WWJBD - What would Jeff Bezos do?) and remember:
"The most important single thing is to focus obsessively on the customer.” — Jeff Bezos
Make sure you know what your customers think of you and your brand.
The solution is to go back to the fundamentals - your customer - and then reverse-engineer to serve their needs.
Obstacle #2 - "My copy and messaging seems to be working fine."
How do you know?
Have you tested it?
Could it be better?
Is it targeted to your specific audience?
What if a small change could boost your business from profitable to IPO?
Ensuring your positioning can only help your business. The road to failure is paved with assumptions.
Obstacle #3 - "We've already started... Isn't working on positioning going backwards?"
While branding and positioning should be conducted early on in a business lifecycle, there really is no time like the present.
A little effort now can save you time and money in the future, especially if you want to grow your business.
By doing the work now, you are getting your marketing dialed-in so you can grow with ease, rather than try and force a square peg in a round hole.
As you can see, positioning your product or service can have a profound impact on your business.
In fact, good positioning is a necessary component of being a customer-centric (or obsessed) business that thrives in the modern business environment.
The problem is, most people don't know where to begin to move the needle.
They might be EXPERTS in their domain, but...
An expert in one domain is not necessarily an expert in another.
If you are an expert in marketing, does that make you an expert in finance?
If you are an expert in developing CPG products, are you an expert in developing technology products (and vice versa)?
Sure there might be some crossover, but...
The path to expertise takes years of experience, training, practice, and education.
So what do you do when you aren't an expert, but you want expert results?
You either work with someone who specializes in the space, or you get specialized training to get up to speed.
Either way, I can help.
FACT: The Positioning Accelerator can help you get the information you need to position your product or service in the market for consistent growth - in both customers and revenue - month-after-month...
This program is the fastest (and most direct) path to positioning your product in the market if you want to build a PROFITABLE business, product, service or experience without spending tens-of-thousands of dollars testing different marketing strategies...
In this intensive program you WILL learn how to start with the customer and "reverse-engineer" your positioning...
Saving you the stress, overwhelm, and countless hours of "testing and pivoting" to get it right.
But more importantly, you will learn a repeatable process that you can use...
Over and over and over again...
Let me be clear. This isn't another online class that sits on your hard drive along with the worksheets that you never complete.
This is your unique opportunity to partner with a global research expert, consumer psychologist, and retired police detective to uncover insights about your customers while gaining the skills to position any product or service on your own.
The Positioning Accelerator is for you if...
- You're stuck in your business or product development journey, i.e. finding your business idea, figuring out why your customers aren't buying, or deciding what product to build next;
- You want to be a truly customer-centric business — one that truly helps its audience;
- Your marketing feels "flat" or is not generating the type attention or "buzz" you are hoping for and you want to be as recognizable as Facebook, Apple, Amazon, and other global brands.
If you're ready, you can join The Positioning Accelerator and finally have your audience and customers "hear" what you are saying.
- Gain laser-focused clarity of the problem you are solving;
- Develop your Project Intent (your primary goal);
- Conduct your Background Investigation (to understand the current body of knowledge);
- Develop your Positioning Objectives;
- Develop a Positioning Action Plan
- Identify your Brand Identity;
- Identify your Brand Personality;
- Identify Guardrails;
- Identify Brand Purpose;
- Identify Brand Essence
This is how it works...
The Positioning Accelerator
We work together to build a custom Positioning Action Plan (a roadmap) that fits your specific needs. New product development? No problem. The best part; this isn't a "cookie cutter" program. All strategies are tailored to your specific situation and are actionable.
At the beginning of each week you will be exposed to new actionable content. The content is designed for you to use; not just consume. The content works helps provide a framework through knowledge and understanding. But, as you know, information is everywhere. I will help you apply what you learn to your specific situation.
Every Friday there is an AMA call. You will never go through a week feeling like you are stuck. The collaborative calls help us "workshop" and remove blockers while providing you momentum to move your project forward. This allows you the opportunity to ask questions and get feedback before you get stuck.
Every week, you have unlimited text, phone, email (or Slack) access to me, with a guaranteed 12-hour turnaround during the week (next business day on weekends).
We will work together to develop ACTUAL documentation that you will use; not awkward worksheets that sit on your hard drive. You will leave this program with an Interview Commander's Intent document that contains YOUR objectives, and Interview Action Plan that walks you step-by-step through YOUR plan of attack, an Interview Recruitment Plan that walks you through YOUR recruitment process, a Screener, a Discussion Protocol, and Analysis and Synthesis outputs. The things you create and leave with - you will ACTUALLY USE.
COMPLETE positioning toolbox — get ALL of the EXACT scripts, surveys, checklists, tools, and questionnaires you need to position your business idea and product.
Analysis and synthesis of your customer research findings will be a snap with this software.
You have questions? Feeling stuck? Roadblock? No worries. I provide personalized answers and feedback through video micro lessons. I GUARANTEE you will never stay stuck.
I will personally review the documents you create so that you can be sure the tools you are using are accurate and will get you closer to your objective.
You will learn the most cutting edge lean product experiments regularly used by product builders at companies like Spotify, Booking.com, Facebook, Twitter, Amazon, and Google and recommended by top universities like Harvard, MIT, and Stanford. These experiments are designed to help you validate your riskiest positioning assumptions.
You will learn advanced strategies including leveraging surveys to validate pricing. This information alone is worth more than the cost of the program.
Are you ready to position your product or service in the market for consistent growth - in both customers and revenue - month-after-month? Join the waitlist to be notified when enrollment opens.
Join the Waitlist
Frequently Asked Questions
Yes! The systems, processes, and tools in The Perfect Customer Interview are perfect for finding and validating any business idea.
Yes! I've been in that situation, too. It sucks. The Perfect Customer Interview will help you avoid hitting that brick wall or help you bust through it.
Yes! The systems, methods, and processes that I teach can be used to test every new product idea you have OR improve your current offerings.
This program was designed for product managers, software developers (and app )developers, designers, online businesses, freelancers, agencies, consultants, retailers, SaaS, etc. It will help anyone who has customers AND actually cares about what they think..
The program is designed to ensure help is there when you need it. It is my priority to help you succeed. If you have specific, relevant questions about understanding and applying what you're learning, I am here to help.
Yep! You sure can. It only took me a decade of formal education to earn a doctorate in psychology, a decade of interviewing people as a criminal investigator, and another decade of working with companies large and small to develop this process. So you could spend the time trying to figure it out on your own OR you could save the hours of time and aggravation along with thousands of dollars letting me walk you step-by-step through the process.
I would say that you can't afford not to invest in this. If you forge forward without validating your idea or concept, you are risking HUGE LOSSES in both money and time. Would you spend $5,000 to earn $100,000? All day long. That is an investment with an excellent return. This program doesn't cost anything near that, but will help you build and scale the RIGHT idea, concept, or service to $100,000, $500,000, $1,000,000 or beyond. I have personally witnessed this lead to the launch of multi-million dollar products.
Nope. This program is GUARANTEED to deliver results. Period. The only way it doesn't work (and I mean only way) is that you don't take action on what you learn (both within the course and with the information you learn through the validation process).
This program will help you validate any idea before you spend time, resources, and money actually developing it.
That said, if you are looking for a magic pill, a get-rich-quick scheme, or are unwilling to take action, do us both a favor and don't sign up. If you are looking for done-for you-work, this is also not for you.
The program is designed to be executed over six-weeks (recommended). However, you can move through the content at a speed comfortable for you.
I am 100% confident that if you do the work, you will get results so I offer the following GUARANTEE: Try The Perfect Customer Interview and if you don't generate valuable insights after following the steps and process, I will personally help you to get you there.
That said, this program isn't for everyone. Please do not sign up if:
- You want someone to give you all the answers and you don't want to do any of the legwork;
- You feel like you already know everything there is to know about your customers and nobody can tell you otherwise;
- You are already *sold* on your idea and no amount of information in the world could get you to pivot or change your mind;
- You do not have 5-10 hours per week to invest in your business while learning and developing a new skill;
- You are not committed to using what you learn here.
Your Interview Partner
Described as a modern-day, consumer-focused Sherlock Holmes, Dr. Ari Zelmanow is consumer psychologist (and retired police detective) who empowers product developers and engineering teams (creators and makers) to conduct rapid, rigorous, and relevant interviews to solve the right problems for their customers. He has taught advanced interviewing techniques to the public and private sectors. He currently leads a research team at Twitter, holds the prestigious Professional Researcher Certification, and is a full member of the American Psychological Association. He has worked with some of the most iconic brands across the globe to create breakthrough products, brands, and retail experiences.