Making Customers Say, “I Need That” – The Art of Irresistible Products

https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/41/1b/68/411b68f4-25a9-538e-668b-2e9c944e383b/mza_2941604403271518838.jpg/600x600bb.jpg

Product: Knowledge

Graphos Inc.

39 episodes

1 month ago

Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies. Each episode dives deep into the real challenges of bringing products to market — from pricing and positioning to building customer loyalty and breaking into new markets. Host Laurier Mandin, founder of Graphos Product and author of "I Need That: Creating and Marketing Products People Are Compelled to Buy", draws on 30+ years of product launch expertise to extract actionable advice you can apply to your business today. Whether you're: An entrepreneur preparing to launch your first product A CMO looking to optimize your go-to-market strategy A product leader expanding into new markets Or simply fascinated by what makes some products soar while others flop You'll discover proven frameworks, real-world case studies, and expert perspectives on: • Product validation and market research • Pricing strategies that maximize long-term profit • Building memorable brands that connect with customers • Converting browsers into loyal buyers • Scaling your product business efficiently No fluff, no generic advice — just candid conversations and battle-tested strategies from people who've been in your shoes and succeeded. Join Laurier every episode for insights that will help you transform your product from idea to market success. Available wherever you get your podcasts and now on YouTube.

All content for Product: Knowledge is the property of Graphos Inc. and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Business,

Entrepreneurship

Making Customers Say, “I Need That” – The Art of Irresistible Products

Product: Knowledge

20 minutes

1 year ago

Making Customers Say, “I Need That” – The Art of Irresistible Products

In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, Laurier shares key insights on how to create products that resonate deeply with consumers.

Key points covered:

The psychology behind why people buy certain products
How to transform a product from a "want" to a "need"
The CLIMB™ framework for understanding product benefits
The concept of the "Coveted Condition™" in product development
Strategies for effective product validation
Overcoming consumer resistance to new products
The three selves of the consumer: Remembering, Experiencing, and Third Self
Creating intuitive user interfaces through natural mapping
The importance of storytelling in product marketing
Scaling strategies while maintaining focus on core customer needs

Laurier emphasizes the importance of understanding deep-seated customer needs and aspirations to create truly compelling products. He introduces novel concepts like the "Third Self" and provides practical advice for product developers and marketers.

Whether you're a startup founder, product manager, or marketing professional, this episode offers valuable insights to transform your approach to product development and marketing.

Get your copy of "I Need That" now:
Hardcover
Paperback
Kindle eBook
Audible Audio Book

Visit Laurier Mandin’s author site and sign up for his DAILY “Need Feed” emails at lmandin.com
Get product insights, learn about Graphos Product and read the Graphos blog at graphosproduct.com

Don't forget to subscribe to our podcast for more insights on product development, marketing, and innovation!