In this episode, Jeff Kofman and I discuss his journey from journalism to tech startup CEO. Jeff explains how he came up with the idea for Trint.com, an AI (artificial intelligence) transcription service. He then shares insights into the pricing strategy for their SaaS (software as a service) product. … [Read more...]
The Impact of Technology on Value with Joe Woodard – 120
In this episode, Joe Woodard and I explore the impact technology has on the value you create for your customer. Joe explains why, although you cannot ignore technology, it is only a tool to achieve the desired outcome for your customer. Then, we explore the theme Rise of the Machines for Scaling New Heights 2017. … [Read more...]
Pricing, Procurement & the Ad Agency with Tom Lewis – 119
In this episode, Tom Lewis and I discuss the state of value pricing in advertising in the United Kingdom. Our conversation explores having an effective value conversation with procurement. Then, he shares insights from the keynote speakers at the 2017 IPA conference in London. … [Read more...]
Be Nice: The Rules of Customer Service with Lee Cockerell – 109
Lee Cockerell was a guest a previous episode of the Art of Value Show. At the end of that show, Lee suggested we do another interview to discuss the rules of customer services from his book The Customer Rules. While we will not cover all 39 rules, we will cover a dozen or so during this episode. Lee is a former Senior Vice President of Operations at Walt Disney World Resort. He is the author of three books, with a fourth due in late 2016. He is a teacher at Thrive15 and Sports Mind Institute. … [Read more...]
Align Value with Your Target Market with Aaron Vidas – 108
Aaron Vidas is the founder of StrategyBox, a marketing consultancy for $50M companies. In this episode, we discuss realigning your value proposition with a new target market. In the first segment, Aaron explains how he realized he was not aligned and the steps he took to change it. In the next segment, we explore how to research a new target market through interviews and conferences. He concludes with a couple of pricing stories from his experience. Aligning Your Value Proposition What is the … [Read more...]
Revenue Generation for Ecommerce with Kurt Elster – 106
Kurt Elster is an e-commerce consultant who specializes in the Shopify platform. He is a founder and partner at EtherCycle, and host of the Unofficial Shopify Podcast. He earned his MBA from Illinois Institute of Technology. Kurt is a newlywed, and the theme for his wedding was "Day of the Dead," the Mexican version of Halloween. Focusing On a Single Product What is the most important thing you can share about pricing? Charge more. In the e-commerce space, businesses regularly … [Read more...]
How to Create Value Through Positioning with Philip Morgan – 084
Philip Morgan helps custom software shops get more leads without hiring a salesperson. He does this by helping refine their positioning and create effective content marketing systems. He is the author of two books, The Positioning Manual for Technical Firms, and The Positioning Strategy Guide. Philip describes himself as an introvert who specializes in marketing for introverts. Narrowing Your Focus What is the most important thing you can share about pricing? The foundation of … [Read more...]
Picking Your Value Lane with Jeffrey Shaw – 082
Jeffrey Shaw is the go-to portrait photographer for exclusive clientele. His portraits have been featured on The Oprah Winfrey Show, in O Magazine and People, and on CBS News. He is a business coach who serves massively talented creatives who struggle with the business side. He lives on an island just off Manhattan, New York, and gets to work by cable car. Determining Your Lane What is the most important thing you can share about pricing? Pick a lane. Be aligned through your … [Read more...]
Creating Value Through Public Relations with Josh Elledge – 077
Josh Elledge is the Founder and Chief Executive Angel at SavingsAngel.com, whose mission is to help families save money and build wealth. He has appeared on radio and TV over 1000 times and has a syndicated news column with 1.5 million readers. As a result of his media experience, he created UpendPR.com where he shares how to use PR to your advantage. The references in Kirk's intro are: Tim Williams: Price Better by 1% and Earn 10% More Profit The 1% Windfall by Rafi … [Read more...]
Using Value to Steal the Show with Michael Port – 063
Michael Port is the author of six books and a New York Times best-selling author. The Boston Globe commented, "He is an uncommonly honest author." He has been called a marketing guru by the Wall Street Journal and a sales guru by The Financial Times. His seventh book, Steal the Show, is due this fall. "Book Yourself Solid" Sales System What is the most important thing you can share about pricing? People buy to express their values. If you look at the sum of what we purchase, … [Read more...]