Jehan Lalkaka

Positioning & Profitable Growth

I decided it was time to build a product and sell it myself, without a large team and a big budget. So I joined Indie Hackers and sold a productized service.

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Use plain language, simplify buying decisions, and focus on buyer pain points. siggi's yogurt brand thrives in a fiercely competitive category by matching its messaging to the way people make buying decisions. This brief post breaks down each messaging insight and provides examples.

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You heard the experts tell you that buyers don’t care about features. ‘Buyers care about how your product will benefit them.’ But benefits alone can often fall short. Benefits alone can’t carry a buyer from where they are today–-risk-averse and standing still–-to taking a chance on an unfamiliar solution which will cost them time, money, and/or effort.

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When a big product or strategy decision looms on the horizon, different teams often have opinions that are at odds with one another. You might ask, can’t quantitative data resolve such conflicts of opinion?

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A common perception: If I ask a customer how to improve a fan, they’ll ask for a bigger fan, not an AC. If Henry Ford asked people what they want, they would have asked for a faster horse.

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A never-ending collection of quotes with fundamental truths about marketing success and business growth.

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There are lots of reasons why you shouldn't pay for customer interviews. But let's explore the side of the coin. What are you giving up if you insist on free customer interviews?

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If you want customers and investors to believe in your product as you do, start with a messaging framework. This post is a walkthrough of how to create a messaging framework and use it to sharpen your story for your target audience. And, how first finding the right message that customers believe in can be a powerful guide for product development.

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Use the Cold Audience Test (CAT) to check if your marketing message is ready for paid ads or other forms of mass marketing (e.g., community posting and email outreach to name a few). In other words, is your message ready to spread beyond your friends and close contacts?

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This end-to-end guide will help you create an actionable product and messaging strategy to win over a cold audience. If you’re an entrepreneur who wants to turn a B2B product into a viable business OR achieve lasting growth, this step-by-step guide is for you.

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