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Don't create a category, do this instead (with Kyle Coleman)
Manage episode 448917614 series 3380698
المحتوى المقدم من Mikkel Plæhn, Toni Hohlbein, and Mikkel Plaehn. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Mikkel Plæhn, Toni Hohlbein, and Mikkel Plaehn أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.
He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.
- (00:00) - Introduction
- (02:45) - The TLDR of Kyle's presentation at Exit5
- (03:27) - Are you differentiated?
- (06:44) - How are you going to get the sale funded?
- (09:42) - The stupid & simple questions to ask
- (15:30) - Practical Implementation and Results
- (18:55) - Am I the GTM bloat??
- (23:18) - The Copy AI Pitch
- (25:03) - Creating a Category Narrative
- (26:23) - The Lightning Strike
- (27:42) - Focusing on the Problem vs. Category
- (30:24) - What changes in the day to day?
- (32:33) - Lessons Learned at Clari
- (38:59) - Connecting Positioning to Demand Generation
- (43:01) - The AI Tailwinds
Sources & mentions
- Brendan Huffords TL;DR of Kyle's presentation
- Play bigger, Christopher Lochhead & the category pirates
- Drive by ExitFive
- Check the framework here
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