Don't Confuse the Delivery System with what You are Selling

Here’s a summary of the episode:

In this episode of Business Brain, Dave Hamilton and Shannon Jean discuss the importance of understanding what you’re truly selling, beyond just the delivery mechanism. They explore how businesses often mistake their product or service for the actual value they provide, emphasizing that customers are really looking for transformation rather than just a transaction. Shannon shares insights from his coaching business, illustrating how people may come to him for guidance on selling liquidation goods but are actually seeking financial freedom, flexibility, and independence.

Dave and Shannon also highlight how this mindset shift impacts marketing, customer relationships, and business strategy. They touch on how companies like Apple focus on the experience and benefits rather than just technical specs, and how reframing a business around transformation can lead to stronger branding and deeper customer engagement.

The conversation transitions into the power of AI tools, specifically ChatGPT’s Canvas feature, which Dave recently used to draft an executive summary and set KPIs for his businesses. He explains how AI’s objectivity provided surprising insights and helped him see his business goals more clearly. Shannon experiments with it live, reinforcing the idea that AI is an essential tool for small business owners to stay competitive. The episode wraps up with a call to action for listeners to embrace AI tools and leverage them for business growth.

• 00:00:00 Business Brain – The Entrepreneurs’ Podcast #619 for Casual Friday, January 31st, 2025
  • January 31st: National Fun at Work Day
• 00:01:52 Don’t confuse what you’re selling with your delivery system
  • Don’t be transactional, be transformational
  • Learn how your customers perceive your business
    • Helps you understand what your customers want
    • Helps you pivot (if/when necessary)
    • Helps you with your marketing
    • Helps get your team behind your purpose
• 00:08:55 SPONSOR: Shopify – For anyone to sell anywhere, sign up for a one-dollar-per month trial period at Shopify.com/BusinessBrain and upgrade your selling today!
• 00:10:14 ChatGPT’s Canvas for your Executive Summary…and lots of other things!
• 00:21:00 Business Brain 619 Outtro
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