gu Rob is asking this is an interesting one uh how do you market products to
one uh how do you market products to
one uh how do you market products to customers who hate the products what’s
customers who hate the products what’s
customers who hate the products what’s your strategy um I think you probably
your strategy um I think you probably
your strategy um I think you probably need in that girl I think if they really
need in that girl I think if they really
need in that girl I think if they really hate the products you’ve got to find out
hate the products you’ve got to find out
hate the products you’ve got to find out why you got to put number one obviously
why you got to put number one obviously
why you got to put number one obviously upset go where the audience is put
upset go where the audience is put
upset go where the audience is put yourselves in their shoes ah and then
yourselves in their shoes ah and then
yourselves in their shoes ah and then there’s some great ways again through
there’s some great ways again through
there’s some great ways again through social media to find out exactly why
social media to find out exactly why
social media to find out exactly why they don’t like the product and then
they don’t like the product and then
they don’t like the product and then back to iteration test driving and the
back to iteration test driving and the
back to iteration test driving and the product development re-engineer the
product development re-engineer the
product development re-engineer the front to make sure they do like it and
front to make sure they do like it and
front to make sure they do like it and you know i think these days the product
you know i think these days the product
you know i think these days the product is so much more than just a practice the
is so much more than just a practice the
is so much more than just a practice the brand is the customer service is the
brand is the customer service is the
brand is the customer service is the partnership network is so many different
partnership network is so many different
partnership network is so many different things that are part of a pro at these
things that are part of a pro at these
things that are part of a pro at these days that um i think it’s really
days that um i think it’s really
days that um i think it’s really important that you kind of get a
important that you kind of get a
important that you kind of get a understanding of all the elements of the
understanding of all the elements of the
understanding of all the elements of the sort of pratt mix to make sure that you
sort of pratt mix to make sure that you
sort of pratt mix to make sure that you land it better and again I would know
land it better and again I would know
land it better and again I would know don’t beat yourselves up you know
don’t beat yourselves up you know
don’t beat yourselves up you know Garrett I I beat myself up probably too
Garrett I I beat myself up probably too
Garrett I I beat myself up probably too much and and with any company I you
much and and with any company I you
much and and with any company I you never should be satisfied you always
never should be satisfied you always
never should be satisfied you always want to do more but you should savor the
want to do more but you should savor the
want to do more but you should savor the moment of what you got and even if you
moment of what you got and even if you
moment of what you got and even if you got a product out there with customers
got a product out there with customers
got a product out there with customers the reality is you’ve probably done
the reality is you’ve probably done
the reality is you’ve probably done pretty well to get it to that stage but
pretty well to get it to that stage but
pretty well to get it to that stage but then the next stages get new customers
then the next stages get new customers
then the next stages get new customers to become raving fans so I think they
to become raving fans so I think they
to become raving fans so I think they are I don’t know you know reality your
are I don’t know you know reality your
are I don’t know you know reality your customers they’re just human beings they
customers they’re just human beings they
customers they’re just human beings they want to love your product to love your
want to love your product to love your
want to love your product to love your company and if you start believing that
company and if you start believing that
company and if you start believing that then you’re on a mission to let them be
then you’re on a mission to let them be
then you’re on a mission to let them be incredibly happy and big kind of net
incredibly happy and big kind of net
incredibly happy and big kind of net promoters a big advocates um and big
promoters a big advocates um and big
promoters a big advocates um and big ambassadors and they’re part of the
ambassadors and they’re part of the
ambassadors and they’re part of the volunteer army that you pray I think if
volunteer army that you pray I think if
volunteer army that you pray I think if you have products that customers hate
you have products that customers hate
you have products that customers hate you need to stop marketing and start
you need to stop marketing and start
you need to stop marketing and start listening and retool the product right
listening and retool the product right
listening and retool the product right that like you just stop spending money
that like you just stop spending money
that like you just stop spending money trying to get new customers in if your
trying to get new customers in if your
trying to get new customers in if your current customers are really unhappy
current customers are really unhappy
current customers are really unhappy just listen to your customers and make
just listen to your customers and make
just listen to your customers and make them happy make the product better hey
them happy make the product better hey
them happy make the product better hey actually having I’ll tell you those toys
actually having I’ll tell you those toys
actually having I’ll tell you those toys so um 1998 in my startup company
so um 1998 in my startup company
so um 1998 in my startup company and we built it we thought as an awesome
and we built it we thought as an awesome
and we built it we thought as an awesome product the engineers were great down in
product the engineers were great down in
product the engineers were great down in California and then we actually ship the
California and then we actually ship the
California and then we actually ship the product to a few customers out on the
product to a few customers out on the
product to a few customers out on the East Coast and one of the customers in
East Coast and one of the customers in
East Coast and one of the customers in Wilmington at Chuck they’re pretty big
Wilmington at Chuck they’re pretty big
Wilmington at Chuck they’re pretty big brand name I probably not appropriate to
brand name I probably not appropriate to
brand name I probably not appropriate to tell you who they are but they picked up
tell you who they are but they picked up
tell you who they are but they picked up the phone to me one day and said you
the phone to me one day and said you
the phone to me one day and said you know your product sucks and it was in
know your product sucks and it was in
know your product sucks and it was in the call center and and I said look I’ll
the call center and and I said look I’ll
the call center and and I said look I’ll fly there and fix whatever whatever it
fly there and fix whatever whatever it
fly there and fix whatever whatever it takes because it’s really important we
takes because it’s really important we
takes because it’s really important we get you home and make you really happy
get you home and make you really happy
get you home and make you really happy that we’ve done the right thing for your
that we’ve done the right thing for your
that we’ve done the right thing for your business and I met with him and dumb it
business and I met with him and dumb it
business and I met with him and dumb it is office in the big glass office
is office in the big glass office
is office in the big glass office there’s all these people of the contact
there’s all these people of the contact
there’s all these people of the contact center and when when the contact center
center and when when the contact center
center and when when the contact center went down in those days this is kind of
went down in those days this is kind of
went down in those days this is kind of pre-internet so this is when there was
pre-internet so this is when there was
pre-internet so this is when there was really old technology and we were
really old technology and we were
really old technology and we were pioneering but when our all these agents
pioneering but when our all these agents
pioneering but when our all these agents put their hand up it meant some part of
put their hand up it meant some part of
put their hand up it meant some part of the system had gone down and I’ll
the system had gone down and I’ll
the system had gone down and I’ll sydney’s office glass doors and all
sydney’s office glass doors and all
sydney’s office glass doors and all these people putting their hands up and
these people putting their hands up and
these people putting their hands up and actually it wasn’t related to our
actually it wasn’t related to our
actually it wasn’t related to our product that their systems had gone down
product that their systems had gone down
product that their systems had gone down but he said that’s what I’m dealing with
but he said that’s what I’m dealing with
but he said that’s what I’m dealing with every day and he said and I’ll
every day and he said and I’ll
every day and he said and I’ll confiscate he gave me he said every one
confiscate he gave me he said every one
confiscate he gave me he said every one second we lose on call costs us three
second we lose on call costs us three
second we lose on call costs us three hundred thousand dollars so what did I
hundred thousand dollars so what did I
hundred thousand dollars so what did I do I went back to California I got all
do I went back to California I got all
do I went back to California I got all the engineers together I said guys we
the engineers together I said guys we
the engineers together I said guys we got a big problem we built something we
got a big problem we built something we
got a big problem we built something we thought with high integrity was an
thought with high integrity was an
thought with high integrity was an awesome product but it’s kind of not
awesome product but it’s kind of not
awesome product but it’s kind of not it’s not it’s ro tested we tested the
it’s not it’s ro tested we tested the
it’s not it’s ro tested we tested the quality all that stuff but it but it’s
quality all that stuff but it but it’s
quality all that stuff but it but it’s not doing the job we expected to do if
not doing the job we expected to do if
not doing the job we expected to do if so what I said was who’s up for going
so what I said was who’s up for going
so what I said was who’s up for going out to the east coast giving up their
out to the east coast giving up their
out to the east coast giving up their lives I’m making that product work and
lives I’m making that product work and
lives I’m making that product work and we had 20 engineers 20 engineers put
we had 20 engineers 20 engineers put
we had 20 engineers 20 engineers put their hand out most sense they said the
their hand out most sense they said the
their hand out most sense they said the dirt and literally I’m not kidding you
dirt and literally I’m not kidding you
dirt and literally I’m not kidding you we put him on a plane they went out
we put him on a plane they went out
we put him on a plane they went out there and they just camped with the
there and they just camped with the
there and they just camped with the customer in their IT department and they
customer in their IT department and they
customer in their IT department and they got that product working now reason why
got that product working now reason why
got that product working now reason why I’m telling you that it’s number one
I’m telling you that it’s number one
I’m telling you that it’s number one kind of a core belief I’ve always had
kind of a core belief I’ve always had
kind of a core belief I’ve always had from a baby really when I was watching
from a baby really when I was watching
from a baby really when I was watching my dad in the business you never let a
my dad in the business you never let a
my dad in the business you never let a customer Dale number to that customer
customer Dale number to that customer
customer Dale number to that customer became a raven advocate fan and he said
became a raven advocate fan and he said
became a raven advocate fan and he said you know in the world of technology
you know in the world of technology
you know in the world of technology technology never works away suppliers
technology never works away suppliers
technology never works away suppliers say it well but the great companies make
say it well but the great companies make
say it well but the great companies make it work according to what we as the
it work according to what we as the
it work according to what we as the customer once and then the third thing
customer once and then the third thing
customer once and then the third thing wow what a light bulb moment for those
wow what a light bulb moment for those
wow what a light bulb moment for those engineers when they came back to
engineers when they came back to
engineers when they came back to California number one there were rock
California number one there were rock
California number one there were rock stars but they said that was the best
stars but they said that was the best
stars but they said that was the best thing we ever did we could never have
thing we ever did we could never have
thing we ever did we could never have imagined how a customer would have used
imagined how a customer would have used
imagined how a customer would have used our product we back here in California
our product we back here in California
our product we back here in California general these clever sort of business
general these clever sort of business
general these clever sort of business analysis data flow diagram building
analysis data flow diagram building
analysis data flow diagram building product but when you actually see how
product but when you actually see how
product but when you actually see how customers use your product you’ve got no
customers use your product you’ve got no
customers use your product you’ve got no appreciation of how they use your
appreciation of how they use your
appreciation of how they use your product until you actually go out there
product until you actually go out there
product until you actually go out there and you’re sitting in the trenches next
and you’re sitting in the trenches next
and you’re sitting in the trenches next to customers seeing it so that comes
to customers seeing it so that comes
to customers seeing it so that comes back to you know that was an extreme
back to you know that was an extreme
back to you know that was an extreme example but off the back of that heaven
example but off the back of that heaven
example but off the back of that heaven we built 100 million dollar company in
we built 100 million dollar company in
we built 100 million dollar company in four years I’m sold that product to all
four years I’m sold that product to all
four years I’m sold that product to all the great institutions Canadian Tire um
the great institutions Canadian Tire um
the great institutions Canadian Tire um you know CIBC MetLife Barclays Bank all
you know CIBC MetLife Barclays Bank all
you know CIBC MetLife Barclays Bank all these great companies ah and the product
these great companies ah and the product
these great companies ah and the product won awards and those engineers they were
won awards and those engineers they were
won awards and those engineers they were the proudest people in the company and
the proudest people in the company and
the proudest people in the company and they they they put a fire out for a
they they they put a fire out for a
they they they put a fire out for a customer and they build a company
”
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