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Building trust with customers involves being responsive but not overly so. By setting a window for communication, such as responding within 24 hours, you signal authenticity and avoid seeming automated. This approach fosters trust by showing genuine interest and attentiveness without overwhelming the customer with immediate responses.
Understanding unmet needs in customer decisions is key to successful product development. By exploring where customers want a product or service but don't realize it yet, businesses can target these unmet needs effectively. For example, in the electric car market, addressing concerns about range anxiety through informative rental experiences can help customers overcome their fear of switching to electric vehicles.
Introducing hybrid solutions can facilitate customer transitions between old and new technologies. By offering half steps instead of full commitments, businesses can cater to customers who are hesitant to adopt significant changes. This approach, like providing hybrid cars as a stepping stone to electric vehicles, allows customers to adjust gradually to new technologies.
Positioning products as solutions to specific problems can resonate with customers and drive purchase decisions. For example, reframing the Snickers candy bar as a satiating fuel bar rather than just a snack item appeals to consumer needs and emotions. By aligning products with identified customer problems, businesses can form stronger connections and drive consumer engagement.
Adopting new technology often triggers anxiety and fear due to unfamiliarity and habit forces. To mitigate these feelings, a desensitization approach similar to psychology techniques used for fear of flying can be applied. By gradually introducing and familiarizing individuals with new technologies, such as electric vehicles, the anxiety associated with change can be reduced.
Individuals often seek new job opportunities when they feel worn down by their current work environment, lack growth opportunities, or face challenges with their manager. Milestones in one's career play a significant role in deciding to move on. Moreover, finding a supportive environment where one can be challenged, learn, and grow is crucial for job satisfaction and professional development.
Creating alignment in the workplace involves understanding different perspectives and building a common language among team members. By addressing factors such as alignment, communication, and establishing a shared customer-centric approach, teams can work cohesively towards strategic goals. Aligning around foundational truths and encouraging open dialogue enable organizations to navigate challenges effectively.
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Todays show:
Bob Moesta joins Jason to discuss important customer interview methods, such as the concept and importance of deep listening (7:21), quantitative vs. qualitative and hypothesis-building research (13:08), “The jeweller effect” and building trust (37:47), and more!
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Timestamps:
(0:00) Bob Moesta of the Re-Wired Group joins Jason.
(2:33) Jumping into Bob's origin stories and the early lessons that shaped his career.
(4:59) Unpacking the concepts of “the customer is not always right” and that they don’t actually know what they want.
(7:21) The concept and importance of deep listening.
(8:52) Bob’s use of “the death day” and learning the value of time.
(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y
(13:08) Quantitative vs qualitative and hypothesis-building research.
(16:51) Bob’s four amazing mentors and how they turned him from an illiterate eighteen-year-old into an innovation machine.
(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist
(21:40) The dangers of identifying personas and “the secret sauce”.
(26:08) Drawing importance from the “irrational decision”, as context drives the rationale.
(28:28) Bob explains his approach to interviews.
(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist
(32:32) Applying these concepts to a customer buying a diamond or health care.
(37:47) “The jeweller effect” and how do you cause trust?
(40:48) Making people problem aware.
(47:45) Applying the fact that people learn out of routine to the electric car customer.
(54:18) The concept of nostalgia.
(1:03:08) Bob’s current book he is writing about what causes someone to leave one company and go to another.
(1:15:57) At what stage is a company that hires the Re-Wired Group?
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Check out The Re-Wired Group: https://www.anomalo.com/
Check out Bob’s website and publications: https://www.bobmoesta.com/
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Check out Founder Fridays: https://www.founderfridays.tech/
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Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp
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Follow Bob:
X: https://twitter.com/bmoesta?lang=en
LinkedIn: https://www.linkedin.com/in/bobmoesta/
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Follow Jason:
LinkedIn: https://www.linkedin.com/in/jasoncalacanis
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Thank you to our partners:
(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y
(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist
(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist
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Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland
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Check out Jason’s suite of newsletters: https://substack.com/@calacanis
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Follow TWiST:
Substack: https://twistartups.substack.com
Twitter: https://twitter.com/TWiStartups
YouTube: https://www.youtube.com/thisweekin
Instagram: https://www.instagram.com/thisweekinstartups
TikTok: https://www.tiktok.com/@thisweekinstartups
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Subscribe to the Founder University Podcast: https://www.founder.university/podcast
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