In this 2:24 video, Ken Rutsky warns against the highest-paid opinion trap. He argues for listening deeply to customers and then leading. Customers expect incremental change without new context. Start with their world to earn trust and guide better outcomes.
Episode #233: Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.
Episode #233: Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.
Episode #207: Courtny Cloeter, Chief Revenue Officer at OneSource Virtual, explains how reframing growth expectations fuels accelerated success. He emphasizes the importance of continually revisiting real customer value, engaging deeply with feedback, and cultivating a culture that welcomes constructive feedback. Courtny shares how using the “so what” test prioritizes high‑impact initiatives.
Episode #207: Courtny Cloeter, Chief Revenue Officer at OneSource Virtual, explains how reframing growth expectations fuels accelerated success. He emphasizes the importance of continually revisiting real customer value, engaging deeply with feedback, and cultivating a culture that welcomes constructive feedback. Courtny shares how using the “so what” test prioritizes high‑impact initiatives.
Episode #203: Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning.
Episode #203: Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning.
Anita Tulsiani is a 2x CMO with a background in high tech from AMD to CoreLogic, and now runs her own company providing strategic and tactical marketing for B2B companies. Anita advises CMOs to fall in love with the products they market and ensure they have a voice at the table in the C-suite.