{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"How to Use Customer Research to Design and Sell Better Products","html":"","width":"100%","height":180,"duration":2845,"description":"Designing products and then selling them is one of the biggest challenges for startups and entrepreneurs. After all, whatever you create, it has to be something that people care about. It's not easy selling something that solves a non-existent problem.\nAnd this is what I talk about with my guest Shay Howe. Not only is he the VP of Platform Strategy at Active Campaign, but he also mentors startups at TechStars about designing and selling better products.\nTopics covered:\nThe biggest mistake people make when it comes to designing a product\nWhy less is more in design and marketing\nFocusing on the core and knowing what it is you stand for\nHow restricting yourself can force you to build a better product\nUnderstanding what problem your product needs to solve\nIs there really a problem that needs solving or a perceived problem\nTaking an existing problem and solving it in a new way\nThe most important question to ask potential customers\nTesting results and knowing if something is tangible or not\nResources mentioned:\nDifferent by Youngme Moon\nThe Mom Test by Rob Fitzpatrick\nTraction by Gabrielle Weinberg\nObviously Awesome - April Dunford\nHow Brands Grow - Byron Sharp\nBreak Through the Noise in Marketing by Doing Less","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}