{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"How to Win podcast with Peep Laja","title":"Introducing new \"must-haves\" to the market with Klue’s Jason Smith","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/39bc2849\"></iframe>","width":"100%","height":180,"duration":1982,"description":"This week on How to Win: Jason Smith, co-founder and CEO of Klue, a competitive enablement software company. Since being founded in 2015, Klue has doubled or tripled every year and is now well into double digits in ARR with over 180 employees. In this episode, Jason shares how Klue designed their product with the value proposition of making their customers look good, and how they introduced a new \"must-have\" to the market, creating a subcategory. I share my thoughts on why observing consumer behavior to identify \"jobs to be done\" is key, why case studies and data are powerful marketing tools, and the pitfalls of focusing on what integrations and features ARE rather than what they allow you to DO. ","thumbnail_url":"https://img.transistorcdn.com/Q_fMwUWHo4tPx2uw4iDtzmWYAi2h5TryAVNt3AUO4fo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzIyNTE3LzE2MjU1/MDE5ODUtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}