Katelyn Bourgoin

Katelyn Bourgoin quotes on human business

4X founder // CEO of @CustomerCampCo // I help product teams figure out what triggers people to buy so they can market smarter // Seen in @forbes @inc @usatoday

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Want to get better at marketing? Be curious about people. Be willing to dig deep and explore how customers think. The best ideas are rarely obvious. They’re in your customer’s head just waiting to be discovered.


Telling founders simply to “build something people want” is at best unhelpful... and at worst condescending. Founders are trying. Hard. Of course they WANT to build great products. Let’s stop spouting platitudes and start giving more actionable guidance, please.


Conte[x]t is king. Your customers don’t actually want more content. They’d happily spend less time skim reading blog posts or watching webinars on 2x speed. They’d rather just jump to actioning what actually matters to *them* right now. Create context or risk being ignored.


Human brains are wired to make emotional decisions, which we justify with logic. If your team says they’re data driven, but only look at the numbers—the clicks, shares, time on site, demographics—and are not talking to customers then you’re missing 98% of the stuff that matters.


Underrated business advice: Just because you’re a small business doesn’t mean your customers should be. Too many newbie business owners target solopreneurs and early-stage startups because that’s who they know. Sell stuff to people who have a pain AND will pay to solve it.

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