This week I interview Louis Grenier about radical differentiation. A positioning tactic for winning mental availability and new customers as an early-stage company.
It's a pleasure to have Louis Grenier as my guest this week.
He's the host of the marketing podcast Everyone Hates Marketers and senior marketer at Hotjar.
I've been listening to his podcast for a while because he always has insanely talented guests on.
He’s interviewed the likes of Seth Godin, Rand Fishkin and Neil Patel in more than 160 interviews over the past four years.
In this podcast, we talked about radical differentiation and the four steps you need to take to discover your strengths, double down on it, and stand out against the noise in any market.
As a young startup, building brand mental availability requires you to be radically different.
The steps go a little like this:
- Overcome your self-limiting beliefs
- Hone in on your strengths and elevate them further
- Understand your customer so you can understand why they chose you. Take a stand against something and find a frame of reference to be different from.
- Discover your market by finding those that suffer from the pains the most. Solve that pain and then eliminate everything else.
The gist is that you must be radically differentiated to break through quickly. Find the full insight summary in our weekly newsletter.
It is not a risk to be different, it's a risk to fit in.
Louis Grenier's mentioned resources
- Double Jeopardy, a marketing theory by Byron Sharp.
- Cialdini, Influence: The Psychology of Persuasion