Does he niche down to one kind of customer, or stay general and change how he reaches the market? Either way, most of the buyers he wants have never heard of interactive video.

Cohost Jessica Malnik and I dig in: A candid working session including:
- the cheaper plan that has him fishing in bad waters
- why his best buyers aren’t searching for him
- SOC 2, and why Mindstamp should never issue the certificate
- certifications people care about at the identity level
- teaching better interactive video as the marketing

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STARRING BRETT LINDENBERG
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Mindstamp
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WITH COHOST JESSICA MALNIK
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REFERENCED IN THIS EPISODE
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“The Iterative-Hypothesis customer development method”
“Not Business Advice” books—Alex West

TIMESTAMPS

• (00:00) - Plateaued SaaS: niche down or stay general?
• (04:11) - Too general, or just customizable?
• (08:21) - Who sticks? Medical continuing education
• (13:05) - A cheaper plan is fishing in bad waters
• (17:38) - Where do your best customers go?
• (22:25) - Nobody knows interactive video exists
• (27:20) - Making videos for customers as a service
• (34:21) - Certification partners: the SOC 2 case
• (45:38) - Win certifiers who want to stand out
• (54:18) - Content marketing: teach better videos
• (01:00:25) - 90-day plan: interview your customers
• (01:04:47) - Box-tickers vs. buyers who really care
• (01:07:15) - Energized, with hypotheses to test