This is the second part of my interview with the New York Times bestselling author of The Lean Entrepreneur, Brant Cooper. Brant was a key contributor to Lean B2B: Build Products Businesses Want. You can read the first part of the interview here. … EG:
I want you on my advisory board so I can learn how to build a product you will buy. We both fail if I can’t. – Steve Blank, The Four Steps to the Epiphany Author In B2B customer development, the goal of every customer interaction
Brant Cooper is the New York Times bestselling author of The Lean Entrepreneur and Co-founder of Moves the Needle. His most recent book project is The Lean Brand, bringing the rigor of lean startup principles to the marketing black box of branding. Much like Ben
I’m lucky to be able to work with a lot of brillant entrepreneurs. One entrepreneur I was working with had a fairly successful freemium startup generating revenue through premium subscriptions. It was doing well, but growth was more difficult than originally anticipated. The CEO –
Imagine you’re thinking of buying a tablet. What will make you decide whether to buy? What will make you decide which product to choose? Who do you have to consult with? How will you evaluate whether this is a good or a bad purchase? How
Although I strongly suggest selling to a profit center — Sales, Marketing or Engineering — with a hard value proposition — making money or saving money — not all startups will follow that model. The problem with selling to a cost center like Human Resources,
Selling in mid- to large-sized businesses is never as straightforward as selling to small businesses. Closing a sale with large organizations often means convincing a group of stakeholders–the decision-making unit or “Jury” in the terminology of The MIT Entrepreneurship Center–to fire their existing solution, and
