How to Differentiate Your B2B Value Proposition

Summary

In this episode of Unstoppable, T.K. teaches SaaS founders how to develop a differentiated value proposition, which is crucial for effective communication in various business scenarios. He outlines three key steps: understanding the difference between 'the thing' (the product) and 'the thing about the thing' (the ultimate result customers desire), crafting a simple sentence structure focusing on the ideal customer profile and the result, and stress-testing the proposition by replacing the company name with a generic one to ensure uniqueness. T.K. emphasizes the importance of a clear value proposition in driving business growth and offers a free SaaS growth strategy guide for further insights.

Takeaways

• 🔑 The core of all communication is the value proposition, which is a concise statement explaining what a company offers to its ideal customers.
• 🤔 A good value proposition differentiates a company and makes it stand out, which is crucial for growth and customer acquisition.
• 📝 To craft a value proposition, founders should follow three steps: understanding the difference between 'the thing' and 'the thing about the thing', using a specific sentence structure, and stress-testing the proposition.
• 💡 'The thing' refers to the software or product, while 'the thing about the thing' is the ultimate result or benefit customers receive from using it.
• ✍️ The sentence structure for a value proposition is: 'My company [name] creates [product/service] for [ideal customer profile] that helps them [ultimate result].'
• 🎯 It's important to be specific about the ideal customer profile (ICP) and avoid being too broad, as this helps in crafting a more effective value proposition.
• 🧪 A litmus test for a value proposition's differentiation is to replace the company name with a generic one; if it still makes sense, the proposition may not be unique enough.
• 📈 A strong value proposition can guide all aspects of a go-to-market strategy, from cold emails to advertisements, and enhance a company's growth trajectory.
• 📚 The speaker offers a free '5-Point SaaS Growth Strategy Guide' for further assistance in building a go-to-market strategy.
• 🌟 The power of a value proposition lies in its simplicity and specificity, which, when done right, can significantly impact a company's market presence and customer engagement.
• 💼 The speaker's experience coaching over 500 founders and running SaaS companies provides credibility and practical insights into developing effective value propositions.

Q & A

What is the core element of communication in various business scenarios?

The core element of communication in various business scenarios, as mentioned in the script, is the value proposition.

What is a value proposition?

A value proposition is a simple one-liner sentence that succinctly describes what a company does for its ideal customers.

Why is it important to differentiate your value proposition?

Differentiating your value proposition is crucial because it helps your business stand out in the market and attract the right customers.

What are the three steps to develop a differentiated value proposition as discussed in the script?

The three steps to develop a differentiated value proposition are: 1) Understanding the difference between the product and the ultimate result it delivers, 2) Crafting a simple sentence structure that includes the company name, what it creates, for whom, and the result it helps achieve, and 3) Stress testing the value proposition by replacing the company name with a generic one to see if it still holds true.

What does 'the thing and the thing about the thing' mean in the context of the script?

In the context of the script, 'the thing' refers to the product or service itself, while 'the thing about the thing' refers to the ultimate result or benefit that the customer gains from using the product or service.

What is the significance of knowing the ultimate result your product delivers?

Knowing the ultimate result your product delivers is significant because it helps you understand what customers truly value and allows you to craft a value proposition that resonates with them.

Why is it recommended to use an index card for crafting the value proposition?

Using an index card for crafting the value proposition is recommended because it simplifies the process and forces you to be concise and clear about your company's offering.

What does ICP stand for in the context of the script?

In the context of the script, ICP stands for Ideal Customer Profile, which refers to the specific target audience a company aims to serve.

How can you tell if your value proposition is differentiated?

You can tell if your value proposition is differentiated by replacing your company name with a generic or big company name in the sentence structure and seeing if it still holds true. If it does, your value proposition may not be specific enough.

What is the purpose of the five-point SaaS growth strategy guide mentioned in the script?

The five-point SaaS growth strategy guide is a resource designed to help SaaS founders build a comprehensive go-to-market strategy and drive growth for their businesses.

What is the role of the community in the context of the script?

The community plays a significant role as it provides support, collaboration, and shared learning among founders, which is essential for growing and scaling a SaaS business.

Outlines

00:00

🚀 Introduction to Value Proposition

The speaker, T.K., introduces the concept of a value proposition as a crucial element in all forms of business communication, whether it's a cold email, blog post, pitch to a venture capitalist, or a conversation with a prospective customer. He emphasizes that the value proposition is a concise statement that explains what a company offers to its ideal customers. T.K. poses questions about what makes a good value proposition and how to ensure it stands out. He outlines a three-step process he uses to coach founders and develop a differentiated value proposition, promising that by following these steps, viewers will be able to evaluate and improve their own value propositions.

05:01

📝 Crafting Your Value Proposition

T.K. explains the first step in crafting a value proposition: understanding the difference between 'the thing' (the product or service) and 'the thing about the thing' (the ultimate result or benefit the customer receives). He stresses the importance of focusing on the ultimate result that customers desire, rather than the features of the product itself. T.K. provides a simple sentence structure to help founders create their value proposition: 'My company [name] creates [product/service] for [ideal customer profile] that helps them [ultimate result].' He advises against using commas when defining the ideal customer profile to avoid diluting the focus of the value proposition.

10:03

🔍 Differentiating Your Value Proposition

The second step involves differentiating the value proposition. T.K. suggests using an index card or paper to write down the value proposition following the provided structure. He clarifies the importance of being specific about the ideal customer profile (ICP) and the ultimate result. T.K. also introduces a litmus test for the value proposition: replacing the company name with a generic or large company name to see if the proposition still holds true, which would indicate a lack of differentiation. He emphasizes the need for specificity and differentiation in the value proposition to stand out in a noisy market.

15:04

📊 Stress Testing Your Value Proposition

T.K. discusses the third step, which is to stress test the value proposition to ensure it is truly differentiated. He suggests replacing the company name in the value proposition with that of a well-known company to see if the statement still makes sense. If it does, the value proposition is not specific enough and needs to be more differentiated. T.K. also recaps the importance of understanding the difference between the product and the ultimate result it provides, and using a clear sentence structure to craft the value proposition. He introduces his free 'Five Point SaaS Growth Strategy Guide' for further assistance in building a go-to-market strategy.

20:05

🌐 Building a Community of Founders

In the final paragraph, T.K. shares testimonials from founders who have participated in his go-to-market programs, highlighting the value of the community and the practical knowledge gained. He emphasizes the importance of having a support system of peers and the power of collective wisdom. T.K. also mentions the formation of peer groups and the ethos of the 'unstoppable' community, which is about continuous progress and the belief that there's always a way forward. He concludes by inviting viewers to engage with the community and his resources for further growth and support.

Keywords

💡Value Proposition

A value proposition is a clear, concise statement that describes the benefits and unique selling points of a product or service. In the video, the value proposition is emphasized as the central element of any go-to-market strategy, differentiating a company from its competitors. The speaker explains how a strong value proposition succinctly communicates what a company does for its ideal customers, using the example of a 'simple one-liner sentence'.

💡Go-to-Market Strategy

A go-to-market strategy outlines how a company will reach its target customers and achieve its business objectives. The video underscores the importance of a go-to-market strategy in guiding all aspects of communication and sales. The speaker discusses how the value proposition is the heart of this strategy, as it directly influences how a company presents itself to potential customers.

💡Differentiated

Differentiated refers to the unique aspects of a product or service that set it apart from competitors. In the context of the video, the speaker stresses the need for a value proposition to be differentiated so that it clearly communicates how a company's offering is distinct. The speaker provides a method to test differentiation by substituting a company's name with a generic term to see if the proposition still holds true.

💡Ideal Customer Profile (ICP)

An Ideal Customer Profile is a detailed description of the most valuable customers for a business's products or services. The video script mentions ICP as a critical component of a value proposition. The speaker advises specificity when defining ICP to ensure that the value proposition resonates with the target audience, using examples like 'salespeople' or 'SaaS founders'.

💡Ultimate Result

The ultimate result refers to the final benefit or outcome that a customer seeks when using a product or service. In the video, the speaker differentiates between the product itself ('the thing') and the ultimate result ('the thing about the thing') that the product delivers. The focus is on understanding what customers truly desire, which is the result, not just the software or product.

💡Software

Software, as used in the video, represents the tangible product that a company offers. The speaker uses 'software' as an example of 'the thing,' highlighting that while the software itself might be impressive, customers are more interested in the outcomes or results it enables, which is the ultimate result.

💡Market Strategy

A market strategy is a plan for reaching and capturing a desired share of a target market. The video discusses how a value proposition is a linchpin in the broader market strategy, as it influences how a company positions itself and communicates its offerings to potential customers. The speaker shares steps to develop a differentiated value proposition as part of a robust market strategy.

💡Founder

A founder is an individual who starts a company and is often responsible for its initial vision and direction. Throughout the script, the speaker addresses the audience as founders, providing coaching and advice on how to develop a value proposition. The founder is the central figure in the narrative of building a business and its go-to-market strategy.

💡SaaS

SaaS stands for Software as a Service and refers to a software distribution model in which a third-party provider hosts applications and makes them available to customers over the internet. The video is specifically aimed at SaaS founders, discussing strategies and tactics relevant to the SaaS industry, such as crafting a value proposition that resonates with this particular market.

💡Growth

Growth in the video refers to the expansion of a business, often in terms of revenue, customer base, or market share. The speaker's ultimate goal is to help founders accelerate their path to the next stage of growth by developing a strong value proposition and go-to-market strategy. The concept of growth is tied to the effectiveness of these strategies.

💡Coaching

Coaching, as mentioned in the video, involves guiding and instructing individuals or teams to improve performance and achieve goals. The speaker's role as a coach is highlighted, as he shares his expertise and provides a framework for founders to develop their value proposition and go-to-market strategy, aiming to enhance their business performance.

Highlights

The core of communication is the value proposition, a one-liner that describes what a company does for its ideal customers.

A good value proposition differentiates a company and is crucial for growth.

The presenter shares a three-step process to develop a differentiated value proposition.

Understanding the difference between 'the thing' (the product) and 'the thing about the thing' (the result) is essential.

Customers are more interested in the ultimate result than the software itself.

Crafting a value proposition involves focusing on the ideal customer profile (ICP) and the ultimate result.

A simple sentence structure is provided to help founders create their value proposition.

The importance of specificity in the ICP to avoid a diluted value proposition is emphasized.

A value proposition should be clear, simple, and focused on the result, not the software.

Executing a go-to-market strategy without a solid value proposition can lead to wasted resources.

The third step in the process is to stress test the value proposition for differentiation.

Replacing the company name with a generic one in the value proposition can reveal its strength.

The value proposition should be specific enough that it cannot be easily attributed to another company.

The presenter offers a free guide for a comprehensive SaaS growth strategy.

Testimonials from founders highlight the practical impact and value of the presented strategies.

The community aspect of the program is praised for fostering connections and support among founders.

The program's approach is described as mechanical and actionable, providing a clear roadmap for growth.

Transcripts

Whether you are sending that cold email

or you are writing a blog post

or you're pitching a VC

or you're talking

to a prospective customer or grandma

really wants to know

what it is

that you're doing with your life.

At the heart

of all of those pieces of communication

is one thing from your

go to market strategy.

It is your value proposition.

Your value proposition

is a simple one liner sentence

that succinctly describes exactly

what your company does

for its ideal customers.

But here's the big question.

What makes for a good value proposition?

And more importantly,

how do you know

if it's actually differentiated?

In this episode,

I'm going to walk you

through the three steps

I follow over and over and over.

For every founder that I coach,

for every company

that I've started to actually develop

a differentiated value proposition.

And when you follow these three steps,

you will be able to figure out,

is my value proposition any good?

You'll be able to know

exactly how I build them.

And at the end of it,

you will be able to apply it

to your business

and accelerate your path

to that next stage of growth. Intro.

What's everybody?

Welcome to Unstoppable. I'm T.K.

And on this channel, our SaaS founders

like you,

grow your businesses faster

with an unstoppable strategy.

Now, can you just channel. Welcome.

I draw up an episode every single Sunday

with actual strategies

and tactics from the trenches

on how to grow your SaaS business faster.

So if you're new,

be sure to hit that subscribe button

and that bell icon.

That way you'll get notified.

Every single time

I drop an episode with the TC Energy.

Now, if you're part of this community,

if you're already part of my SaaS,

go to market coaching programs,

my people.

Welcome back.

It's really awesome. See, over here.

Over the past

five years,

I've coached over 500 founders

They're all B2B SaaS founders

and I'm in the trenches

with them to build out

and execute on their

go to market strategy.

This year,

I'm continuing to coach founders.

Every week

I run a coaching call

with CEOs and founders of SaaS companies,

or I coach them on their

go to market strategy.

Here's a picture of it now.

This year we also took it up a notch.

I went across different cities

where we have founders that I work with

to get into rooms with them and actually

work deeper in terms of their

go to market strategy.

This is from the one we had in Dallas.

People flew in from all over the world.

This is the one from London

and this is the one from San Francisco.

They are incredible.

Now, here's the thing.

Every single time

I was in these rooms with founders,

we were starting to dig

into a

lot of different parts of their business.

But one thing we kept going back to,

and it was their value proposition.

It was a simple thing,

and it's the linchpin

that really drives acceleration.

Everything that you're doing in your

go to market strategy.

So in this episode, I'm

going to walk you through the three steps

that I follow

whenever I'm coaching founders,

when working on businesses on my own

to actually build out a differentiated

go to market strategy.

when you watch Tilde step number three,

you will actually have

a value proposition

and then I'll teach you

how to actually stress test

it to know

if it's actually differentiated or not.

And if you're really curious

what these workshops are like,

we collected some amazing testimonials

at the end of this.

If you watch all the way to the end,

all the way, all the way

we'll show you some clips of people

and what they talked about

when they were at these workshops.

so if you're excited

to get to principle number

one, step number one guy

and smash out like button

for the YouTube algorithm.

Let's dig right into it.

Step number one

principle number one

that you absolutely need to know

when you're building out

your value proposition

is to know

that you need to know

the difference between the thing

and the thing about the thing.

Let me explain.

This is a common phrase

that goes through your customers minds.

I use the thing.

The thing is your software

so that I can get blank.

And that's the thing about the thing.

That's the ultimate result.

A lot of times

when we're building our companies,

when we're building our products,

sometimes, you know, we're engineers

and we built these amazing products.

They're our babies.

We forget that not everyone is

this love with the software as we are.

Everyone doesn't wake up in the morning,

believe it or not, thinking,

I need to go buy some more software.

What they care about

is actually the ultimate result.

If you have customers

that are paying you and not churning,

if you're stealing your company,

if you're starting to get

the initial reviews,

you guys are

where you are at the end of the day.

There's a reason

people are using your software.

It's not because your software is amazing

and I'm sure it is More important than

that is the fact

that they're getting

a certain result from it.

I call this

the ultimate result,

I also refer to it

as the thing about the thing.

The software is the thing.

The ultimate result

is the thing about the thing.

And what you have to

first really understand

is what is the ultimate result.

My software is really delivering

for all

these customers

that I have, are all these customers

that I hope to have.

A lot of times when people are crafting

their value propositions,

they forget that people

actually just care about the result,

not their software.

It's a quick, crazy, cringe worthy value

propositions like our revolutionary

AI software product

finds a way to actually help you drive

growth for your business.

And it's like,

okay, there's something there, but

I really don't know

what any of that means.

And it's so generic.

I don't even know

what the result is like.

Obvious.

Everyone wants to drive growth

but is a differentiator.

And so

right now

you're probably already think like,

Oh my God, I've got to change my website.

And it's literally

what it says on my home page.

But don't worry,

I have a framework that you can follow

to actually develop

your value proposition.

But the first thing

you really need to understand

and ask yourself is, okay,

what is the ultimate result

that my customers

actually want

and desire

and that we can actually deliver on

in a differentiated way?

That's the bar.

That's what you need to rise

above the noise

that exists in software today.

Once you understand

the difference

between the thing

and the thing about the thing,

and you know what the ultimate result

you're delivering

is, then come step number two

and this is super simple.

What you want to do

is take an index card.

I order these off of Amazon.

They're really awesome.

I don't have any affiliate links

for this,

so I just go on Amazon

and get yourself an index card

or take a piece of paper and a pen

and follow this sentence structure.

My company blank.

That's

where you put in the name

of your company creates software.

Most of you watching this video

likely create SaaS software, B2B

SaaS software,

but there's some people

that may have different businesses

and that's cool too.

You can still use this,

but most

most of my subscribers,

I think we're at like 68,000 subscribers

right now.

Most of us are B2B software people,

but this still applies

to other businesses.

Now my company

blank creates software or whatever it is

that you guys do

and whatever your product is

or services for ICP,

this is the specific name

for your ideal customers.

So for example, my last company Tout App,

we created software for salespeople.

Super simple.

My current company, Unstoppable,

we create coaching programs

for SaaS founders, super simple.

And so for my company, Unstoppable,

Create software or creates

coaching programs for SaaS founder.

So super easy, And then it says

that helps them blank.

And that's the result.

And that's it.

That's your value prop.

I know this sounds simple,

but simple is hard.

There are nuances to this

and I recognize that.

How do I know this?

It's because I spent countless hours

working with founders really nail

this simple sentence structure.

What is the ICP?

Who is your ideal customer profile?

Is it for everyone on this planet?

Is it people with a pulse?

Is it

males and females,

or is it salespeople at B2B companies

or is it systems

or whatever your ideal customer is?

And this is super important

if you are putting commas in your ICP,

if you're like my company blank, create

software for salespeople, comma, cc,

comma, account executives,

comma, VP of sales, comma,

then you've already failed.

Commas mean you're hedging

your ideal customer profile,

and the more you're hedging,

the more deluded your value

proposition becomes

and people pay less attention.

Imagine for a second,

I said, Hey,

my company, Unstoppable, creates coaching

programs for people that own nail

salons, people that are on law

firms, people

that own software companies,

and people that own you got the picture.

You would be like,

Who is this guy

and why should I listen to him?

So immediately, people turn off.

I actually own a software

company named Instant,

so let's try that one.

My company Instant create

software for demand generation markers

that helps them

generate quality pipeline

and convert them to revenue.

Okay, so that's pretty specific.

And this is early in the game.

For instance, I'm

sure it'll change over time.

That's one thing to remember as well.

It doesn't have to be perfect.

We want to hold yourself accountable

to really saying,

Am I being specific on ICP

and am I actually being differentiated

in terms of my result?

This is the sentence structure

I use over and over and over,

and we've done this for companies

that are pivoting at 20 million.

There are two companies

that are pre-revenue,

two companies

that have a few hundred

thousand dollars of revenue,

and they've gotten it through

their existing network

and are now looking to scale

and turn on a true scalable go to market.

Right.

In all of these different segments.

This simple sentence structure

helps us really hone in

on who's your ideal customer

and what is the ultimate result.

We're delivering on.

And this once you nail this

every cold email that you send, every

ad that you run, every manifesto

that you put out there, every post

that you do, anything that you're doing,

your homepage becomes a lot clearer of

what the result is

and why people should care about you.

Now, let's just say

you wrote some stuff down,

You now have a better value proposition.

You might be wondering, Well,

how do I know if it's any good

and how do I know if it's differentiated?

That's what step number three is.

before I go into that,

we'll just pause here for a second.

I can't see the power in this.

now.

One of the biggest reasons

I do this channel,

the biggest thing I learned as a founder

and the biggest reason I do Unstoppable

now is a lot of folks jump to execution.

They run those ads,

they fork over the money

to send 10,000 emails

and then they hear crickets.

don't really know what's going on.

And the reason for that

is they skipped execution.

They don't get the strategy right,

a proper go to market

strategy has an ideal customer profile.

It has proper messaging,

even starting with a value proposition,

and then it has a set

of consistent execution

to bring that message

to your ICP on a consistent basis.

But folks

that skip over the strategy part,

including

creating a proper value proposition,

end up wasting months

building the wrong product,

spending money

and not getting revenue results.

And that's why this is so powerful.

If you start to see the power in this,

you start to see

exactly why the value proposition

is so important.

And while it may be a simple framework,

there are nuances to getting it right

and you want to iterate on your service.

That power is can I just get a yes

in the comments

below and also smash it

like button for the YouTube algorithm.

It just loves it when you do that.

Also,

if you're in the stage

or you're building out your

go to market strategy,

I recommend

you grab a complimentary copy.

It's completely

free of my five point SaaS growth

strategy guide.

You don't have to go anywhere right now.

I will link to it

below and I will also tell

you more about it

at the end of this episode.

But let's go to step number three,

principle number three, which teaches you

how to differentiate your value prop

and how to stress test

if you value prop

is actually differentiated

because let's be honest,

you can go to your grammar

or you can go to your favorite customer

and tell them what you do.

And they might say, Yeah, do totally,

That's awesome,

but you're not really going to know

and you'll have to go

tested in the market.

But before you do that,

I figured out a quick way

that I can coach

founders on to actually litmus test

if it's any good.

seven number three is

I want you to actually take

your company name in your value prop.

So this is your value.

Prop my company blank.

Create software for ICP that helps them

result, right?

Like so I want you to take your sentence

and I want you

to replace your company name

for a big company name.

So for example, replace

your company name with Apple Computer

or replace it with Nike or replace it

with Salesforce

or replace it with Google.

So replace your company name

with one of these big company names

if it still holds true.

If you're like my company,

blah blah

blah, create software for salespeople

that helps them close more deals.

Okay, let's just say

that's your value prop

and I'm not knocking

you, that's your value

because trust me,

that value prop

was my first value prop

for my last company Tout app.

But how that went on to actually raise

from Andreessen Horowitz,

we scaled a company,

we amassed 100,000 users

and then we sold to a market leader.

But that value prop got us started,

but it wasn't very good.

the reason it wasn't very good

is you could

easily replace

my company's name tout app

with Salesforce

or any CRM company or HubSpot,

and it would still hold true.

It wasn't differentiated

and this is the quickest way

to do a litmus test

on if your value

proposition is differentiated

and if it's any good,

just replace your company name

with a generic company name or foo

or computer, whatever it is.

And if it still holds true, chances are

it's not very good.

So that means

you want

to get more differentiating in your ICP

and you

definitely want to get more specific

on the ultimate result

that you are delivering.

This is the power of building out

the beginnings of a proper

go to market strategy

in just a few seconds,

just like that from one index card

I can already get you thinking about,

All right,

are we selling to

and what is the ultimate result?

And that alone can completely transform

what you put on your home page,

your cold emails, your ads,

and whatever it is

you're doing to generate leads

or generate revenues, it's

turning to the power of this.

Okay, let's recap.

Number one thing you need to know

to build a differentiated

value proposition.

You want to remember the difference

between the thing which is your software

and the thing about the thing,

which is the ultimate result.

The ultimate result is

why people buy from you

and you want to be very clear

on what that is.

Number two,

you want to use this sentence

structure my company blank, create

software or whatever it is

that you create

for ICP that helps them Ultimate result

when you use this sentence

structure to craft your value proposition

and then you want to do a litmus test,

you want to be intellectually honest

about this stuff,

You want to clarify like,

all right, is this any good?

And sometimes

one of the biggest reasons

founders come and work with me,

not because I've had success in the past

or I've worked with 500 founders,

but really

they're like, okay, you've done it.

I need an intellectual thought partner.

Like I need a stress test

this and talk through this.

And so you want to

you can do this with yourself

or your co-founder.

For starters, replace your company name

with a generic name

or even foo and see if it still holds.

If it still holds true.

If that could easily be Apple Computers

value proposition,

then that means it's not specific enough.

One of the biggest reasons

this is important

is people don't know your company name.

There's no brand yet

At 20 million and 100 million,

you have a brand.

But right now they don't know.

So really

they're paying attention to who's it for

and what's the ultimate result

and is this specific

and differentiate it or not.

And that's how

this whole thing comes together.

that's how you actually build out

your value proposition.

Now, you may not know

what are the other components

to actually building a

go to market strategy.

How do you actually pull

the pieces together?

How do you drive growth

for your SaaS business?

This is why I created my five point

SaaS growth strategy guide.

It's completely free.

All you have to do to grab

your copy is go to get unstoppable dot

com slash strategy.

Get us up with our costs, our strategy.

I'll also link to it below.

you got value from this video,

please smash up like button

for the YouTube algorithm.

It just loves it when you do that.

Also, I drop in episode

every single Sunday

with actionable strategies and tactics

from the trenches

on how to grow your SaaS business faster.

The reason I say trenches

is because I've actually done this

and then I've coached 500 founders

over the last five years.

Most coaches don't even last this long

to actually deliver success for them

using these principles.

And now I'm actually

applying my own principles

to scale to software companies.

I'm in the trenches with you

and that's why

I share these videos with you,

because I'm dealing with some of this

at multiple companies across

different scales

and I bring the learnings to you.

So that's what I mean,

my from the trenches

and that's important to me, There's

so much crazy advice out there

and I don't want founders

wasting their time.

So we got value from this video.

Please smash up like button

for the YouTube algorithm

if you haven't done so already.

If you have a fellow co-founder

or founder

that would get value from this.

Our team member,

please share this video with him.

We want to help as many founders

as possible build

incredible software companies.

If you're part of a WhatsApp group

or Slack group

that will get away from this,

please share it over there as well.

I do drop an episode

every Sunday from the trenches,

so be sure to subscribe button

and that bell icon.

That way

you'll get notified

every single time I drop an episode.

And as promised,

I'm going to show you some clips

from our last immersive

go to market Immersive.

In my go to market program.

I coach folks every week.

They get training,

they get my coaching,

but also bring them together

in key cities.

So here's some testimonials

that we got there.

Quick clips,

but some of our favorite parts.

And if you watch till the end,

I usually don't give testimonials,

but somehow

the videographer pulled me aside

and asked me questions

and something crazy happened.

So you can watch till the end and see

exactly what happened.

I The things he teaches you are just

principles that have been proven, T.K.

clearly is dedicated to having a deep

understanding of what makes success,

I think that the value that coming into

the program I give this

is is far more than what you paid for it.

The value of this is,

you know,

you cannot

estimate the value of something

like this. Right.

So that's the value of the network

TK is building

and the workshops that TK is building.

And you can’t

get this

with other programs or I haven't seen

We're not alone.

These challenges

that lots of business owners have

and we all need

to solve them in our own way.

But, you know,

they are achievable

and they are solvable.

They just need

thought and attention and takes

great at helping us

bring that attention to the service.

I think what I

what I found and what I was happy to find

is something that's that's

fundamentally a bit more mechanical

than some of the other things

I might have tried in the past.

And that's super reassuring, right?

Like what you want in something like a

go to market program, I think

is the nuts and bolts

that you executed will produce a result.

Tick explains things

in a really simple

way, practical way, easy to understand,

gives you practical steps to follow.

And,

you know, it's easy to get distracted.

So coming back to the T.K.

program time and time again,

staying on track,

having regular catch ups with

him and attending

is weekly webinars.

It just it just really keeps you focused.

They're being around

other entrepreneurs

gives you a lot of inspiration.

Seeing guys

that are ahead of you

kind of motivates you to to

to go faster to get there

and shows you that it's possible to.

This is our second year

in the go to market program.

And

I think for us, it's it's

it's a blueprint and a roadmap

for things that we didn't have expertise.

And

and it's really

leveraging his experience.

One of the things

I really appreciate

about the Unstoppable program

is that T.K.

clearly is dedicated to having a deep

understanding of what makes success,

and he's also really committed

to teaching it well.

I think for first time founders

like myself, it's definitely

worth, you know, reaching out to T.K.

and checking out his program

because it's like, Mm hmm.

Interesting to filing the farther

world of, like, a road map, you know,

what to do

out to

do and just sort of

see what works for yourself.

Not only do

I get to see a framework

which is clear and he brings,

but I get to also bounce

that idea off of others

that have either been through it

or are going through it.

And you hear that

collective knowledge and wisdom.

Yeah, yeah, that's very powerful.

That's that's a big deal to me.

I wish I had this program ten years ago.

And, you know, being very honest,

this would have been an awesome way

to focus and

and establish

kind of what we're doing now.

For a long time,

I was under the impression

like sales

and marketing happens through luck

or some kind of

being a right time, right place.

I didn't realize that is so

much of a process and

that is driven

where you can reach to the sales

or you can improve the current

marketing strategy.

realized at some point

I think they join for me tech,

but I think they stay

for the other founders,

like the other unstoppable founders.

I think like I've seen Bonds

get created,

I've seen partnerships

being made, I've seen introductions,

I've seen like founders

helping each other.

Like they'll hear me say something,

but they'll gravitate towards

other family.

Like, Yeah, I did this

stay in the program

and it like, crushed it.

No one to hear from that person.

So it's true.

Like,

like the reason I started

this is because

I wish this existed

when I was a founder

and I'm still a founder

and it's cool to see other

people getting value from it.

So it's really cool.

I think the community is like,

you know, emotional

and it's things

I think the community is.

It's

well,

I think

I think the community's

taking on a life of its own.

And I think it means a lot

to founders like we have founders

like getting together.

We have a London peer group

and we're going to have more peer groups.

So they're all connecting with each other

because they all believe in that.

This ethos of unstoppable

and unstoppable

doesn't mean that you're perfect.

It just means that

there's always a way forward.

And I think we all believe in that.

And I think that's why

there in this community

and I think I actually call that say

a it's an emotional thing that says our.

hope you

got value

I'll see you in the next episode.

Otherwise I'll see you inside

the 5.6 growth strategy Guide.

Take everybody.