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Business By Design
Business by Design is the podcast for owners who want to start, scale or exit a business. Each week, Stuart Wemyss and Mena Abraham unpack the four things every business must get right: value, engine, reach and team. Using the VERT flywheel, they show how these fit together to build a business that runs without you, and how the choices you make inside the business flow through to your personal wealth, lifestyle and exit options. Every episode is short and to the point, with no fluff and no sales pitches. Go to https://www.businessbydesignpodcast.com
Business By Design
Ep 194: How to reverse-engineer your customer’s ‘Yes’
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Before you can test whether people will pay, you need to know whose "yes" you're actually chasing, and most owners get this wrong in a very specific way.
In this Value deep dive, Stuart and Mena introduce reverse-engineering the yes: start from the moment someone buys, then work backwards to the buyer, the outcome, and the trigger that got them there.
Mena explains why "business owners" or "SMEs" isn't a target customer at all, just a category, using Peloton, Chewy, and Lululemon to show how precision changes everything from price to product.
The test: if your customer description could be swapped into a competitor's marketing and still make sense, it's too broad. Stuart reframes the real buyer around the progress they're trying to make: the barrister who sells career risk-reduction, the Amex Platinum buyer who's buying status, not what your product does.
Then the three-part filter for a genuine customer: a live trigger (Ring's fear event versus Cleardocs' life-stage moment), constraints you design around (Planet Fitness deleting the contract), and the capacity, not just desire to pay (Tesla redesigning its buyer as price fell). Plus why being deliberate about who you're not for, à la Hermès and Costco, is a competitive advantage.
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Work with Mena & Stuart's team: At ProSolution Private Clients we encourage clients to adopt a holistic and evidence-based approach when making financial decisions. Visit our website.
Follow us: Stuart: Twitter/X and LinkedIn. Mena: LinkedIn
IMPORTANT: This podcast provides general information about finance, taxes, and credit. This means that the content does not consider your specific objectives, financial situation, or needs. It is crucial for you to assess whether the information is suitable for your circumstances before taking any actions based on it. If you find yourself uncertain about the relevance or your specific needs, it is advisable to seek advice from a licensed and trustworthy professional.
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