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If you think of what we do as marketers – we take value, real value that can help a person meet a goal or overcome a challenge, and then we package it up and message it so a customer can understand and receive it.
But sometimes, we focus too much on the way we want to package it, and don’t understand enough about the way a person can really understand that value, and the way they want to receive it.
Think Blockbuster and Netflix. Same value, right? Netflix just found a better way to package it.
Which is why I love this lesson from our next guest, “Be passionate about the challenge you are trying to solve and not stubborn about the product solution.”
I talked to Andrew Beranbom, Co-founder and CEO, First Tube (https://firsttube.com/), on the latest episode of the How I Made It In Marketing podcast to hear the story behind that lesson, along with many more lesson-filled stories.
Beranbom manages a team of 25 along with 75 freelancers.
First Tube is a standalone company, majority owned by Horizon Media, which is the largest media agency in the United States, according to Ad Age Data Center 2022. Horizon has media investments of more than $9 billion.
Stories (with lessons) about what he made in marketing
Some lessons from Beranbom that emerged in our discussion:
- Be passionate about the challenge you are trying to solve and not stubborn about the product solution.
- Make sure you are not too early.
- Select your co-founders wisely.
- Embrace each person’s strengths and align on an execution plan.
- Focus on the value to the consumer.
- Create a charter program with three to five key early-adopter customers.
- Related content mentioned in this episode
Mentioned in this episode
Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies (https://sherpablog.marketingsherpa.com/marketing/replicate-your-successes-with-case-studies/)
Naming and Branding: How marketing pros chose names for their own companies (https://sherpablog.marketingsherpa.com/marketing/naming-branding-companies/)
Marketing and Brand: Embrace healthy friction (podcast episode #48) (https://www.marketingsherpa.com/article/interview/marketing-and-brand)
Customer Value: The 4 essential levels of value propositions (https://marketingexperiments.com/value-proposition/levels-of-value-propositions)
Funnel Strategy: 54 elements to help you guide your buyers’ journey through the marketing funnel (https://www.marketingsherpa.com/article/how-to/funnel-strategy)
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