EP336 Profit With A Plan Podcast

Released, February 10, 2026

Guest: Kristin Zhivago, CEO of Zhivago Partners, a revenue growth services firm.

Host: Marcia Riner, CEO of Infinite Profit® a business growth strategist

If your marketing sounds right but sales feel harder than they should, there’s a good chance friction is sneaking into your buying process. In this episode, Marcia talks with Kristin Zhivago about why branding is a promise, and how your revenue rises or falls based on whether customers feel that promise is kept. You’ll hear why customer interviews beat assumptions every time, and how a small handful of conversations can reveal the real reasons people buy.

• Why branding is the promise marketing makes on your company’s behalf • How buyer mindset shapes the messages and channels that actually work • Where “sales stoppers” show up right when buyers are ready to say yes • Why surveys often confirm assumptions instead of revealing truth • How 5–7 customer interviews can uncover patterns you can act on • How scrutiny level changes the buying journey and your marketing approach

[00:07] Marketing is a promise, and your brand keeps or breaks it [03:04] What “sales stoppers” are and how they slow down buyers [04:28] The weight-loss paradox: everyone knows, few actually do it [06:11] Branding defined: promises made vs. promises kept [08:34] Buyer mindset framework: desires, concerns, questions [13:23] Why surveys fail: assumptions turned into questions [14:00] Why AI can’t replace real customer interviews yet [16:28] Why founders should not interview their own customers [17:37] How long interviews take and why 30 minutes works [19:11] How to anonymize feedback and spot bankable trends [22:17] What to do if you don’t have customers yet [26:06] The 4 scrutiny levels that change how people buy [31:01] The real job: make it easier for customers to buy [33:06] “Amazon expectations” and what buyers now demand

https://ZhivagoPartners.com https://ZhivagoPartners.com/mindsetguide

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit https://InfiniteProfitConsulting.com

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