Katelyn Bourgoin

Best quotes by Katelyn Bourgoin

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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It sucks when you’ve got a new product idea and your customer research proves that your assumptions were wrong and no one really wants your product. It sucks way more when you don’t do any research and spend months (or years) building the wrong thing.


If you think the customer discovery process is "too slow" and you'd rather jump straight to building stuff... ...just wait and see how long it takes to acquire new customers when you build the wrong thing.


Unlearning is a massively underrated skill.


How to be "an overnight success" in any industry: Work for 5, 10 or even 20 years under the radar making oodles of mistakes until you finally get a big break. That's it. That's the secret.


People who “make it look easy” have usually worked extremely hard for years to get to that point.


Criticising is easy. Creating is hard. If someone pours themselves into making something and you think you can do better, don’t criticize. Create.


Marketing strategy ≠ tactics Tactics are inputs. They’ll vary in effectiveness and should evolve as needed. The strategy is your guiding light. It’s the *why* behind the *what.* The problem? Many teams don’t take time to design a strategy. They just start doing shit.


Criticizing is easy. Creating is hard. Cheers to the creators 🍻


You know those articles about “successful” people? Their morning routines. How they plan their days. Most of those articles are horse shit. Those people aren’t you. Observe others, but more importantly observe yourself. And when you find what works for you, do more of that.


Great marketing doesn’t feel like marketing. It feels like entertainment, education, and problem-solving.


New product ideas are easy. But..... finding actual customers who NEED, WANT and WILL PAY FOR your product? That’s the hard part.


Word-of-mouth from happy customers is still my all-time favourite marketing channel.


Heyyy freelancers 👋 Just because you’re good at something doesn’t mean you need to offer it as a service. It’s ok to limit the scope of your work to just one or two unique services that you can be known for. Do less. Be remembered more.


Building a marketing plan without doing customer research first is like drawing with your eyes closed. You still end up with a finished picture, but it will likely be a fugly mess.


Unpopular opinion: Many webinars would be better off as blog posts (or even bullet points). So much filler. Not enough killer.


Your happiest customers are the best copywriters. Use their words in your copy and showcase their success stories/praise to let them do the selling for you.


If someone inspired you, tell them. This business thang is hard. But nothing brightens your day like unsolicited praise.


Science shows that 95% of buying decisions are driven by subconscious emotional triggers. (Yes, even in B2B purchases) If your approach to selling is rooted in facts and logic, you may be missing 95% of the story.


Many business books are too long. Many online courses are too long. Many blog posts are too long. No one wants to spend *more* time learning. That’s not how you create value. They just want to know what to do so they can get the job done. Cut the filler. Get to the point.


What’s the most undervalued skill in marketing? Listening.


Understanding what people want is interesting. Understanding *why* they want it is where the real gold is buried.


Friends pay friends full price.


Criticism is easy. Creating is hard. Cheers to the creators 🥂


If your product sucks, no amount of marketing can save you.


There are 3 times when you should be talking to your customers: 1. When business is bad and you need to figure out why 2. When business is great and you want to maintain momentum 3. When business is ok, but you know it could be better The lesson? Always talk to them.


The most successful marketers don’t know more about the latest hack or tool. The know more about... people.


Simple ≠ Easy Running a marathon is simple. Just keep running. But it’s not easy. Saving money is simple. Just spend less than you make. But it’s not easy. Getting customers is simple. Just sell what they want. But it’s not easy. Sometimes the simple things are hella hard.


The best marketers aren’t creative geniuses. They’re empaths who know how to turn customer stories into brand stories.


Note to self: High standards will make you stand out. Perfectionism will make you burn out.


Many of the smartest people I know battle imposter syndrome. I think it's a good thing. Humility drives you to be better. When you stop feeling like an impostor... that's when I'd worry. It means that you've stopped trying to level-up. Growth is rarely comfortable.


Don’t sell products. Sell outcomes.


If you’re not constantly learning from the people you work with, you’re working with the wrong people.


Gratitude hack: Replace “I *have* to” with “I *get* to” Examples: - I *get* to go to the gym - I *get* to travel to visit my family for the holidays - I *get* to drive my kids to school A simple change in wording can change your perspective and mood.


You can choose your preferred target market, but that doesn’t necessarily mean they’ll choose *you* back. You shouldn’t just pick the market with the most money. Or the one that’s easiest to sell to. You should pick the market that gets the most value from your thing.


“Bootstrapped” shouldn’t be a dirty word. It’s should be a badge of honour.


There’s a difference between having high standards and being a perfectionist. Having high standards will make you stand out. Being a perfectionist will make you burn out.


The best marketers are social scientists. They're insatiably curious about what makes people tick, click and buy. 🤓


It’s ok to say “I don’t know.” Even if you’re an expert.


Want to double your revenue? DOUBLE what you know about your customers.


Marketers need to deeply understand their audience. It’s *literally* their job. Yet many marketers can’t get buy-in to talk to customers. They’re expected to build a plan based on data and anecdotes from other team members. The problem? Empathy doesn’t travel through osmosis.


The best marketers don’t just know more about the latest channel, tool or tactic. They know more about: people.


Great ideas will feed your ego. Great execution will feed your family.


Don’t “create content.” Tell stories.


Marketing tactics don’t stop working because too many people start using them. They stop working when too many people use them *badly.* Good content will always rise to the top.


Happy customers are the best marketers 💛


Personal “growth hacks” - Sweat - Read a book - Do the scary thing - Listen - Get up early - Believe in yourself - Laugh - Get outside - Make mistakes


I roll my eyes when gurus tell freelancers to “charge what you’re worth” This advice is ass backwards Price isn’t a reflection of *your* value It’s about the *value you create for customers* Don’t charge what you’re worth Find buyers who get outsized value from what you do.


You’re not your customer. Your customer has a problem and is looking for a solution. You recognized the problem and built the solution. Clearly, YOU think differently. Rather than assuming you know what they need, go talk to them and then meet them where they actually are.


The price of that new life you want is your current, comfortable life. Growth is uncomfortable.


People who do the unsexy, tedious work—even when they don’t exactly *feel* like it—get results. Thank you for coming to my TedTalk.

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