Want to grow your business like a CEO leading a $100M+ company? In this episode of Happy Productive, Jennifer Dawn talks with John Marvin, President & CEO of Texas State Optical, about how understanding customer behavior is the secret weapon for scaling any business. You’ll learn: • Why most business owners fail to see the big picture • Two simple, low-cost ways to uncover what your customers really want • How to deliver services that create loyal clients and steady growth • The leadership mindset that drives long-term success Whether you’re running a small business or scaling to 8 figures, these insights will help you align your strategy, team, and client experience for next-level results. Don’t just listen. Implement. That’s how you build a freedom-fueled business. Timestamps: 00:00 – Introduction to John Marvin and the four Ps of marketing 01:03 – Jennifer welcomes John Marvin to the show 02:12 – John shares his small-town roots and journey to becoming CEO 03:03 – How faith shaped John’s mindset and business priorities 03:50 – The real meaning of marketing beyond promotions 04:27 – Why understanding consumer behavior is mission-critical 05:20 – The pandemic’s impact on customer habits and expectations 06:45 – Lessons from running a two-year market research study 08:22 – From consultant to CEO: John’s journey with Texas State Optical 09:30 – The importance of tracking consumer behavior continuously 10:32 – Practical tips for small businesses to understand customer needs 11:40 – Hosting customer lunches and gathering feedback 13:47 – Secret shopping competitors for powerful insights 15:27 – Adapting customer feedback strategies for virtual businesses 17:03 – Modeling customer-first leadership for your team 18:42 – Helping teams understand they work for the client, not the owner 19:52 – Shifting mindset: why your business exists for client outcomes 21:04 – Defining your ideal customer and their needs 22:08 – Bringing purpose and passion into service delivery 23:11 – Why delivery is just as important as the product itself 24:59 – Creating remarkable client experiences in service businesses 25:12 – Where to connect with John Marvin online 26:00 – Jennifer’s key takeaways and action steps Connect with John Marvin: LinkedIn: https://www.linkedin.com/in/jdmarvin/ Website: https://tso.com/ Instagram: https://www.instagram.com/jdmarvin/ Facebook: https://www.facebook.com/jdmarvin Follow Jennifer Dawn for more business growth strategies Website: https://jenniferdawncoaching.com/ LinkedIn: https://www.linkedin.com/company/jennifer-dawn-coaching/ Instagram: https://www.instagram.com/jenniferdawncoaching/