Episode 607

full
Published on:

11th Dec 2024

Crafting Products the World Truly Needs with Laurier Mandin

How do you make your product or service something that people actually want or need? 

In this episode, Laurier Mandin shares insights on how to create products that move beyond "nice-to-have" into the realm of "must-have," breaking down his framework, the Coveted Condition. 

Laurier (pronounced "Lore-Yay") has a knack for uncovering the psychology behind buyer decisions. He  helps companies craft irresistible products that customers can’t live without and is the founder of Graphos, a product marketing agency. 


Topics explored in this episode: 


- Laurier’s book, I Need That, which is about creating and marketing products people are compelled to buy. 


- The importance of validating a product idea before going all-in.


- The “Coveted Condition” framework for understanding buyer psychology and creating must-have products.


- How the dog brain (limbic system) drives purchasing decisions and why logic often takes a back seat.


- Why innovators overvalue their products by three times.


- Why products need to be ten times better to break through the status quo.


- Case studies of product failures, including a noisy ultrasonic sanitizer and a rushed tech launch by Sprint.


- The tension between entrepreneurial ambition and personal serenity


Chapters in this episode: 


(02:30) Laurier’s Early Product Obsession

(10:01) How Buyers Decide What They "Need"

(17:31) Lessons from Product Successes and Failures

(24:06) The Critical Role of Validation in Product Development

(34:28) Multi-Million Dollar Mistakes

(43:56) The Neuroscience Behind Purchasing


Thanks to Laurier Mandin for being on the show! 


Learn more about Laurier: http://lmandin.com and https://www.linkedin.com/in/lmandin 


Get Laurier’s book, I Need That: Creating and Marketing Products People Are Compelled to Buy: https://www.amazon.com/dp/B0DHLDZWRR 


Bill Gallagher, Scaling Coach and host of the Scaling Up Business podcast, is an international business coach who works with C-Suite leaders to achieve breakthrough growth. 


Join Bill in the Growth Navigator Coaching Program: https://ScalingCoach.com/workshop 


Bill on LinkedIn: https://www.LinkedIn.com/in/BillGall


Bill on YouTube: https://www.YouTube.com/@BillGallagherScalingCoach 


Visit https://ScalingUp.com to learn more about Verne Harnish, our team of Scaling Up Coaches, and the Scaling Up Performance Platform, which includes coaching, learning, software, and summit. We share how the fastest-growing companies succeed where so many others fail. We help leadership teams with the biggest decisions around people, strategy, execution, and cash so that they can scale up successfully and beat the odds of business growth. 

 

Did you enjoy today’s episode? If so, then please leave a review! Help other business leaders discover Scaling Up Business with Bill Gallagher so they, too, can benefit from the ideas shared in these podcasts.


Subscribe via Spotify: https://spoti.fi/3PGhWPJ

Subscribe via Apple Podcasts: https://apple.co/3PKe00u


Bill on Facebook: https://www.facebook.com/billgall/ 

Bill on Twitter/X: https://twitter.com/billgall 


This episode was produced by Story On Media & Marketing: https://www.successwithstories.com 

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About the Podcast

Scaling Up Business with Bill Gallagher
Do you dream of an easier way to scale and grow your business? Do you wish you didn’t have to work so hard and put in as many hours? Do you find growth too slow, or hard to sustain?

This podcast—Scaling Up Business with Bill Gallagher—can help you achieve and maintain the growth you want.

A message from your host: “I’ve been in your shoes as a founder, CEO, and executive leader. I’ve coached and trained many leaders just like you over more than 15 years to grow their businesses successfully and profitably. But more than that, I’ve helped give them their time and sanity back. My core strength is making the growth process easier, faster, and way more fun.”

A dynamic thought leader, Bill talks with fascinating and brilliant guests each week, including visionary CEOs, trailblazing entrepreneurs, best-selling authors, renowned business strategists, and more.

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