84. 10 Rules for Building a Category & Community w/ Sangram Vajre
Jul 7, 2020
auto_awesome
Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, shares 10 rules for building a category and community, the power of unbranding, and the importance of promoting people over products. He discusses his goal to educate about a problem which created a movement. They also explore the significance of community in brand building and the value of storytelling. Additionally, the chapter highlights the importance of hustling and word of mouth in building a community, and the power of becoming intentional in personal and professional growth.
Building a community around the solution to a problem is the greatest way to grow a business.
Shifting the focus from promoting the company's brand to addressing the needs of the community can build trust and loyalty among the audience.
Deep dives
Be intentional and focus on the problem, not the product
The podcast episode emphasizes the importance of being intentional and focusing on the problem rather than the product. It highlights the idea that creating a problem market fit is more valuable than product market fit. By shifting the focus to the problem, organizations can build a community and gain a longer runway for success. The episode also discusses the power of storytelling and sharing personal experiences to connect with the audience and create a memorable impact. It emphasizes the need to bring thought leaders and practitioners together, as well as competitors who can contribute to the community. The podcast also highlights the importance of education about the problem and the solution, and the value of creating a standard framework and giving credit to the community over the company's brand.
The impact of unbranding and focusing on the community
The episode explores the concept of unbranding and the role of community in building a brand. It encourages organizations to shift their focus from promoting their own brand to focusing on the problem and addressing the needs of the community. By doing so, organizations can build trust and loyalty among their audience. The episode also highlights the importance of being intentional and depositing value into the community, rather than constantly promoting one's own products or services. It discusses the significance of being a part of the community and fostering connections with competitors, thought leaders, and practitioners. Furthermore, the podcast suggests that organizations should educate their audience about the problem and solution, and create standard frameworks to guide their community members.
Leveraging intentionality and community to drive success
The episode underscores the power of being intentional in driving success. It emphasizes that being intentional is more important than being brilliant, as it requires consistent focus and action. The episode delves into the impact of intentionality on personal and professional growth, as well as on organizational success. It showcases the significance of building a community that shares a common problem and creates a sense of purpose and belonging. Additionally, the podcast discusses the importance of recognizing and celebrating the achievements of the community, rather than solely focusing on the company's brand. It concludes by emphasizing the need for organizations to shift from a product-focused approach to problem-focused mindset in order to build a strong community and achieve long-term success.
The value of intentional action and community building
The podcast episode highlights the value of intentional action and community building in achieving success. It emphasizes that organizations should prioritize being intentional over being brilliant, as consistent action and focus are key drivers of success. The episode discusses the importance of building a community around a shared problem, rather than solely promoting a product or service. It emphasizes the power of storytelling and personal experiences in forming connections and building a strong brand perception. The podcast also emphasizes the need for organizations to bring together thought leaders, practitioners, and competitors to create an industry-focused community. It concludes by encouraging organizations to educate their audience about the problem and solution, and to give credit to the community rather than the company's brand.
We all want to belong to a tribe. The greatest way to grow your business is not to build your brand or throw events — it’s to grow a community around the solution to a problem. In this episode, I interview Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, about how he created the category of and community around account-based marketing (ABM). We cover: - A lightning round discussion of the 10 rules of category creation - What unbranding really means (& how to do it) - The reasons to promote people, not products - How Sangram’s goal to educate about a problem created a movement Check out these resources we mentioned during the podcast: - ABM is B2B, Sangram’s most recent book - The #FlipMyFunnel movement that Sangram originated - The #FlipMyFunnel Podcast, well into its 600th episode Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
