How do you make your product or service something that people actually want or need?
In this episode, Laurier Mandin shares insights on how to create products that move beyond "nice-to-have" into the realm of "must-have," breaking down his framework, the Coveted Condition.
Laurier (pronounced "Lore-Yay") has a knack for uncovering the psychology behind buyer decisions. He helps companies craft irresistible products that customers can’t live without and is the founder of Graphos, a product marketing agency.
Topics explored in this episode:
- Laurier’s book, I Need That, which is about creating and marketing products people are compelled to buy.
- The importance of validating a product idea before going all-in.
- The “Coveted Condition” framework for understanding buyer psychology and creating must-have products.
- How the dog brain (limbic system) drives purchasing decisions and why logic often takes a back seat.
- Why innovators overvalue their products by three times.
- Why products need to be ten times better to break through the status quo.
- Case studies of product failures, including a noisy ultrasonic sanitizer and a rushed tech launch by Sprint.
- The tension between entrepreneurial ambition and personal serenity
Chapters in this episode:
(02:30) Laurier’s Early Product Obsession
(10:01) How Buyers Decide What They "Need"
(17:31) Lessons from Product Successes and Failures
(24:06) The Critical Role of Validation in Product Development
(34:28) Multi-Million Dollar Mistakes
(43:56) The Neuroscience Behind Purchasing
Thanks to Laurier Mandin for being on the show!
Learn more about Laurier: http://lmandin.com and https://www.linkedin.com/in/lmandin
Get Laurier’s book, I Need That: Creating and Marketing Products People Are Compelled to Buy: https://www.amazon.com/dp/B0DHLDZWRR
Bill Gallagher, Scaling Coach and host of the Scaling Up Business podcast, is an international business coach who works with C-Suite leaders to achieve breakthrough growth.
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This episode was produced by Story On Media & Marketing: https://www.successwithstories.com
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