Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Stand Out in a Crowded Market: The Purple Cow Principle

Transcript

How to Stand Out in a Crowded Market: The Purple Cow Principle · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome. My name is Tavishima Aidi.
• 0:04
  I solve sales and marketing challenges and I'm making
• 0:07
  today's recording outside of church 'cause my kids are having
• 0:10
  catechism classes. So expect to hear some
• 0:12
  interruptions in the background, you know, people walking by,
• 0:15
  other people jisting and giving all kinds of instruction
• 0:19
  classes. Now, the goal of this podcast is
• 0:21
  not to talk about my kids or my church, rather we're here for
• 0:24
  business education. So please spread the word so
• 0:27
  that friends and family members in Nigeria and abroad can
• 0:30
  benefit from the questions that we tackle.
• 0:32
  They can do that by subscribing on Spotify, YouTube, Apple or
• 0:37
  any player of their choice. And if you'd love to connect
• 0:39
  with me, then call SMS or WhatsApp me on 08064662140.
• 0:47
  Now today on the podcasts, we are going to be looking at
• 0:50
  purple cows. Yes, I repeat, you heard me
• 0:53
  exactly. Today we're going to be talking
• 0:55
  about purple cows. And it's not because there's any
• 1:01
  such a thing as purple cows that exist.
• 1:03
  Excuse me. Especially since in this part of
• 1:05
  the world, we know that cows are either, you know, white or
• 1:09
  brownish or black. And then for those of us who
• 1:13
  lived in the UK, you know, in Scotland for a while, you know,
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  you have reddish kind of cows, like brownish.
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  But no, we're not talking about real cows.
• 1:21
  We're not talking about animals in the bovine family.
• 1:24
  We're talking about a book called Purple Cow that was
• 1:28
  written by Seth Godin in Child. What was he written down?
• 1:33
  I can't remember. I didn't write it down anyway.
• 1:36
  But the book is titled Purple Cow.
• 1:38
  Transform your business by being remarkable.
• 1:41
  Again, the author of the book is Seth Godin.
• 1:44
  That is Seth as in Seth, same guy in the Bible.
• 1:48
  Then I mean same name in the Bible but not the same guy of
• 1:50
  course. Then Goldin GODIN and the title
• 1:54
  of the book is Purple Cow. Then the subtitle Transform your
• 1:58
  business by being remarkable. Now, the reason why I want us to
• 2:04
  look at this book is because I've seen some chatter.
• 2:09
  I've seen some talk about how we can make our businesses purple
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  cows. And yes, the book is a business
• 2:16
  book. Now, the thrust of this guy's
• 2:19
  book, Seth Golden is this. Oh, by the way, he has a blog
• 2:23
  where he blogs almost everyday. He blogs everyday shot.
• 2:26
  And to be honest, when I started off with my podcast, I figured I
• 2:30
  would, you know, do things in sort of like the same way that
• 2:33
  he's been doing it because he's been publishing his blog posts
• 2:39
  every day. And, you know, if you like it,
• 2:41
  you like it. If you don't like it, you don't
• 2:42
  like it. You know, if you don't like it,
• 2:44
  you can just go. You can buy a hog transformer.
• 2:46
  So that's his attitude, basically.
• 2:49
  So it's part of what inspired me when I started off this podcast.
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  Like, OK, I'm going to be doing this thing every single day is
• 2:55
  going to be around sales. Sometimes we'll talk about
• 2:58
  things marketing related and you know, it's not this sexiest
• 3:02
  topic in the world. I knew it was not the kind of
• 3:04
  topic that will make lots of people come and listen to me.
• 3:07
  But you know, I forget what the heck.
• 3:08
  You know, if you like it, if you like it, if you don't like it,
• 3:10
  go on hog transformer. But you know, people who are
• 3:12
  interested in these sorts of things will come.
• 3:15
  So Seth Godin, SETHGODIN, you can check out his, his, his
• 3:23
  blog. So now Seth Godin's thesis in
• 3:28
  the book is this. Seth says that if you want to
• 3:32
  succeed in business, you know, you want to hammer like you want
• 3:34
  to thrive, you want to colonize the market, you want people to
• 3:37
  know who you are, you want everybody to feel you.
• 3:40
  That is not enough to just be good or it's not just enough to
• 3:43
  be very good. Let me repeat, There are lots of
• 3:47
  us who are starting off in business and want to be good at
• 3:50
  what we do or we want to be very good.
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  And that's what we're hoping is going to take us through.
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  Now, Sir, Gooding is saying if you're trying to be good or if
• 3:58
  you're trying to be very good, that Omar is not enough anymore.
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  Because with the kind of marketing that we have nowadays,
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  you know, marketing messages everywhere, whether TV or radio,
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  online, offline, billboard, any which way, advertisement,
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  advertisement everywhere, being good or being very good is not
• 4:18
  enough. Because marketing saturated
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  advertising, saturated content, marketing excess, there are lots
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  of things that are pulling for people's attention.
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  So he says if you're good or if you're very good, it's not going
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  to cut it anymore. And in a way I agree because my,
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  my, my own parents were old school, you know, professionally
• 4:39
  trained journalists. And of course, we're involved in
• 4:42
  media. So in that generation, they
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  believed that, you know, why should I go and chase anybody?
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  Like, I am who I am. I'm doing my thing.
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  I'm a professional. The quality of my work will
• 4:52
  speak for itself. My professional reputation will
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  speak for itself. So my parents didn't see any
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  reason why they have to go and chase somebody.
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  And it's part of what my father did when he started his own
• 5:02
  consulting practice when he was retired.
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  He actually did not believe in chasing anybody as far as he was
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  concerned. You know, my reputation precedes
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  me. I will be here.
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  People will come and look for me.
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  And I can tell you first time, unfortunately, that you know,
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  that's, that's not the case. Maybe there was a time in
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  Nigeria when that was the case. Because let's face it, my own
• 5:21
  parents, I mean, I mean, at least my own parents anyway,
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  that generation of Nigeria that were coming out from a lot of
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  them who are getting jobs in the civil service or in the private
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  sector, you know, the world like first or second generation.
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  So it's not as if there were that many professionals around
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  anyway. So in a small pool, if you are
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  the dawn, how what you do, Of course, everybody will come and
• 5:45
  find you because you're a big fish in a small pond.
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  But now the size of the pond has been drastically increased.
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  Think about it, yes, If you want to look at my own family, my own
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  small family, I think lawyers, if you take Parsi's generation
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  and then my own generation, if you want, if you want to count
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  the lawyers in my family, I don't think we're more than 3 or
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  4. Well then step back and look at
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  things on a national scale. And Nigeria is producing
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  hundreds of thousands of lawyers annually.
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  So if it is a matter of big fish in a small pond in my family, I
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  can sit down and you know, broad my chest, I say I'm a senior
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  lawyer. But on a national level that
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  means absolutely nothing because last year hundreds of lawyers,
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  hundreds of thousands of lawyers were pumped into the market.
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  This year, hundreds of thousands of lawyers be pumped into the
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  market. And guess what?
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  Next year, hundreds and thousands of lawyers who will be
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  pumped into the market. So the era of big fish in a
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  small pond does not exist anymore.
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  The era of local champion does not exist.
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  Again. You can say you're going to be
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  good or very good, and that is what is going to make you
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  succeed in business. Now, to that extent, I agree
• 7:08
  with what my man said. Gordon is saying I agree, So
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  what do we need to make us successful in business?
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  Now that's where Sir Gordon came in with this metaphor.
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  He say you have to be a purple cow.
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  Some of you are wondering what does cows have to do with
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  anything? And this is it, Sir Gordon says
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  you have to be a purple cow because look at it this way.
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  So the Gordon says, if you're driving, let's say you leave
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  Abuja, you want to drive to Jaws, you want to drive to, to
• 7:39
  Marco. Do you want to drive to your Bay
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  or you want to travel back to Lagos?
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  You're going by Rd. if you're going now.
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  And then you see all this Malo people pushing their their cows
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  and you see, OK, white cow, white cow, black cow, white cow,
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  white cow, black cow. All of a sudden you see purple
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  cow, you say you match break and you slow down.
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  You say purple cow, you will stop, you will take notice, you
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  will talk about it. You call your wife as in babe,
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  you don't believe I'm on my way to you be right now and I have
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  seen a purple cow as I am looking at the purple cow right
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  now in front of me. This cow is purple babe, you
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  don't believe. In fact, let me snap picture and
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  I sent to you. So that's what Seth Godin said.
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  And when you're driving down and you see cows just moving and you
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  see one of them that is purple, you will stop.
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  You will take notice, you will talk about it.
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  So for Seth Godin, the purple cow is a metaphor in business,
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  meaning that you have to make your business remarkable.
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  You have to make your business exceptional.
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  You have to make your business unique.
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  You have to make your business worth talking about that that's
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  the only way we can blow. Now.
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  People have to see your business and say what?
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  And then they stop. They notice and then they talk
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  about it. And that's the only way we're
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  going to blow because people are producing too much content.
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  People are advertising too much on TV, too much content,
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  Netflix, too much content, YouTube too much content.
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  We need to be able to break out somehow.
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  Shah, you know, breakout is when people see us, they stop, they
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  notice, and then they talk about us.
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  So I said Gordon says everybody's business should be a
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  purple cow. What he's saying is just that
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  you have to build a remarkable business straight up.
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  And in that extent, you know, in a sense, I'll agree with him in
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  a way. You will listen to the podcast.
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  You already know that I disagree with him on one or two things,
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  but you know, we'll get to that later.
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  Let me start on where we agree. So, so Godin says that is how
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  you build a remarkable business. He says that you should not be
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  marketing driven. I repeat.
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  So Godin says you should not be marketing driven.
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  This is where me and him will start to disagree, small, small,
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  small. Now, when he says the marketing
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  driven business, this is the idea.
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  There's some people that when they're ready to come into the
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  markets, what they do is they create the product and then they
• 10:00
  make sure that, you know, you push out advertising or you push
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  out the sales force or something like the thrust of the growth of
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  the business is clearly marketing driven.
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  You're trying to push the thing out into the market.
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  Seth Godin is saying instead of thinking this is how we're going
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  to market, market, market, he said, build a product or build a
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  service that in itself is noteworthy and exceptional.
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  And because of that, people will start to pursue you.
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  I can see this where me and him start to disagree.
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  This whole thing of product selling itself when we sure, let
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  me complete what the guys book is saying.
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  So he's saying that look, don't focus on marketing.
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  Let your product, let it be noteworthy, let it be
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  exceptional, let it be a purple cow.
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  People will notice and people will say what?
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  And they will rush to you. That's what said Gordon is
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  saying. So he's saying don't just be
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  very good, the product should be different.
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  And then he talks about something he says design
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  marketing into the product. So design it in a way that the
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  product is worth talking about. Then Seth Gordon also says you
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  should target early adopters. That is people who are eager for
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  new ideas and people who are willing to talk about new ideas.
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  He says go and chase those people because those are the
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  kind of people that will sample your product or service and will
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  call other people and say, oh boy, you won't believe what I
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  found that babe, you'll believe what I just saw.
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  So that's what he's saying. Then said Gordon also says
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  embrace innovation and risk because if you play it safe,
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  you'll be overrun. And in that case, I agree with
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  him. If you're trying to play it
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  safe, let us build a nice, OK business.
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  Whatever, you will be overrun. Something will come out that is
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  faster, cheaper, better, hotter, sexier, you know, whatever, you
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  will be overrun. So we don't want to agree with
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  him. So please, let's stop playing
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  safer. That's not playing safe.
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  Trust me, that's the reason why I started this podcast.
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  If I was going to build my consultancy practice and build
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  it the same way other people have were building the
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  consultancy practice, there'll be no way for me to stand out.
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  I needed something, so I took a gamble.
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  I said OK, in Nigeria, people don't listen to podcasts, but
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  I'm thinking that might change. And when that time changes, I
• 12:19
  want to be the only sales podcast on the Internet that
• 12:23
  Nigerians are going to flock to. And that was my goal.
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  I haven't gotten here yet, but I'm making progress because lots
• 12:31
  of people when they find me, there's one thing that I hear
• 12:35
  like like 1 Babe said where have you been?
• 12:38
  All my life I have been looking, where have you been?
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  I said I've been here, I've been here and people are glad when
• 12:47
  they see it. Now.
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  I've been looking for a podcast that has to do with business
• 12:52
  growth, but from a Nigerian perspective because I'm tired of
• 12:55
  listening to American podcasts. So this is me.
• 13:00
  I'm not saying my own business is Purple Cow.
• 13:02
  I'm not saying that this is me trying not to play it safe,
• 13:06
  looking for a new angle, looking for something so when people see
• 13:10
  it, when they hear it, they will say what?
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  You will not believe what I have heard.
• 13:17
  So that's my own angle so that people will say, babe, you told
• 13:22
  me you're looking for material how to grow your business in
• 13:26
  Nigeria. You don't believe what I just
• 13:28
  heard. There's something like this in
• 13:29
  Nigeria. The guy has been going on for
• 13:31
  close to like 5 years now, over 1000 episodes.
• 13:34
  You will not believe. Here's the link.
• 13:36
  So yes, me too. I'm playing some of these games
• 13:38
  now. Basically this what's up good in
• 13:43
  saying in this book, your business should be remarkable,
• 13:47
  your business should be exceptional, your business
• 13:49
  should be unique, your product or service should be unique and
• 13:52
  you should be worth talking about.
• 13:56
  But now I want to examine some ideas about how it overlaps.
• 13:59
  Now the book into how it overlaps into traditional sales,
• 14:03
  traditional marketing. Oh, by the way, in case I
• 14:05
  haven't figured out, I'm talking about this book from a very
• 14:08
  superficial level from the top. But I would beg of you that you
• 14:12
  guys go, if you can find the book and read it in a much more
• 14:17
  detailed level, you know, so you can understand it for yourself,
• 14:21
  chew it up for yourself, and so that you can also come to your
• 14:24
  own conclusions just in case. Me, I'm biased in the way that I
• 14:28
  am assessing the guy's work. So this is how I think is a book
• 14:33
  relates to traditional sales. Now, Seth Godin is doing this
• 14:37
  thing that lots of modern people like to do.
• 14:39
  And I'm sure that some of you who like that way of building
• 14:41
  business. So Seth Godin says, let's focus
• 14:44
  on attracting instead of selling.
• 14:49
  Again, Seth Godin says let's focus on attracting instead of
• 14:54
  focusing on selling. He's saying that we should let
• 14:57
  the product generate its own demand.
• 15:01
  The thing you are designing, the thing you're selling, you should
• 15:04
  let it determine its own demand. Of course, you already know what
• 15:08
  my thoughts on these things are, that there is no product that
• 15:11
  generates its own demand because even if the product has been
• 15:14
  made, it still requires a human being to talk to somebody about
• 15:18
  it, to position it a certain way.
• 15:20
  You know, you can't cut yourself out of the loop.
• 15:23
  But anyway, this is what says Gordon says let the product
• 15:28
  generate its own demand. And then he says that what we
• 15:31
  now need to do is to focus on educating the customer, on
• 15:35
  guiding people or facilitating conversations so that people who
• 15:39
  are already interested can buy. There's a problem that I have
• 15:44
  for people who are not sales professionals who start writing
• 15:48
  books like this. If you've been listening to my
• 15:51
  podcast from Day 1 / 1000 episodes, when I talk about
• 15:55
  selling, what exactly is it that I tell you guys to do?
• 15:59
  If I, if you listen to the last episode, the one that I made
• 16:02
  with the case study about the case study for Chinedu is in
• 16:06
  graphics design. How people who are in graphics
• 16:09
  design, how they can create brand ambassadors.
• 16:15
  Doesn't it sound like what I was telling you guys yesterday?
• 16:19
  Educating your customer, guiding your customer, facilitating the
• 16:23
  purchase through conversations? Is that not what I preach
• 16:25
  already? Is that not already the
• 16:28
  definition of sales? But then you have people who are
• 16:33
  not trained in these things, who are writing these books, very
• 16:36
  good at building all kinds of brands, and they make it look as
• 16:40
  if selling is one thing and then what they're preaching is
• 16:44
  something else. What Uncle Seth is preaching
• 16:48
  actually is sales. That is what we should be doing
• 16:50
  as sales people. Well, don't be naive.
• 16:53
  I have this podcast. I'm trying to sell you
• 16:55
  something. I'm trying to get some coaching
• 16:56
  engagement from here. Am I not educating you guys?
• 16:59
  I'm not. Am I not guiding you guys a
• 17:01
  longer conversation? I'm not trying to facilitate
• 17:04
  certain things. Why do you think I'm putting my
• 17:06
  phone number out here? Yeah, I'll be cool with a bunch
• 17:09
  of you. But the whole, the whole, you
• 17:12
  know, guys, is the guest on business from this.
• 17:15
  It's precisely what selling is. Now, if you thought selling was
• 17:19
  something else, now I'm telling you, wake up.
• 17:21
  You've been learning from the wrong people.
• 17:23
  This is exactly what selling is. Well, anyway, that's what Uncle
• 17:28
  Seth says, attract people, don't sell.
• 17:32
  Then Uncle Seth also says that we should focus on remarkable
• 17:36
  experience instead of features and benefits.
• 17:40
  Focus on remarkable experiences. Yeah.
• 17:43
  With that one, I will agree with him that traditionally some
• 17:47
  people get carried away saying I'm the greatest, I'm the
• 17:50
  brightest, I'm the fastest. My product comes with red, blue,
• 17:53
  pink. It comes with 5000 MW.
• 17:57
  This, that, that, that, that, that, that.
• 17:59
  Yeah, I admit some sales people get carried away with features
• 18:02
  and benefits. So what he's saying is you
• 18:04
  should be focusing on remarkable experiences.
• 18:06
  You should be talking about not what your product does, but how
• 18:09
  it makes people to feel. And with that, I agree with him.
• 18:13
  He's 100% on point. It's not so much their product
• 18:17
  is the greatest, fastest, longest, brightest, you know,
• 18:19
  whatever, but it's about how it makes people to feel.
• 18:25
  And that is why for that podcast episode, what was it about the
• 18:30
  one I was talking about credit bureaus.
• 18:34
  Yeah, credit bureaus in Nigeria, because credit bureaus in
• 18:37
  Nigeria, you know, they talk about risk mitigation.
• 18:39
  This, that, that, that, that, that, you know, all those, all
• 18:41
  that highfalutin language, but that's not really going to sell
• 18:44
  anything. By the time you get one-on-one
• 18:47
  with people and you tell people that my services help you to
• 18:51
  avoid bad debt. That is a feeling anybody can
• 18:55
  key into. I have lent somebody money
• 18:57
  before. Until today, I have not seen
• 19:01
  that money and I know that I'm not going to get that money
• 19:03
  back. So when you say avoid bad debt
• 19:06
  in Nigeria, everybody understands what bad debt means.
• 19:09
  You're cutting straight to the chase about how people feel.
• 19:14
  So yes, I agree with Uncle Chef on that one.
• 19:18
  It's not about products and features, it's about how your
• 19:21
  product makes people to feel. Keen on that one.
• 19:24
  Then he also says we should focus on product development,
• 19:27
  and I'll focus on selling. Product development is, you
• 19:31
  know, how you build the product and all that.
• 19:33
  So for those of you in the software space, in apps, you
• 19:35
  know, stuff like that, yeah, it makes sense.
• 19:38
  You should always make sure that your product development on
• 19:40
  points, you know, no bugs, everything works well, what
• 19:45
  else? But I won't say you should
• 19:48
  ignore selling. Then he says you should.
• 19:50
  Uncle Seth also says we should focus on niches instead of mass
• 19:54
  appeal. You know, look on on that.
• 19:57
  Look at the small group of people who are going to be able
• 19:59
  to feel what it is that we're talking about instead of trying
• 20:01
  to appeal to everybody. And on that one, I agree with
• 20:04
  Uncle Seth. And actually that's something
• 20:06
  that we're doing traditionally in sales, you know, marketing
• 20:10
  people try to reach everybody. But sales, it always starts with
• 20:13
  the ICP ideal customer profile, who is the person that might
• 20:17
  have the most resonance, the most need, the most desire for
• 20:21
  this product, for this service. And then we go straight to those
• 20:24
  people. So that's what we've always
• 20:25
  tried to do in sales. So in that, in that sense, I
• 20:28
  agree with, I agree with Uncle Seth.
• 20:33
  So I don't really focus on mass appeal, but let's start with the
• 20:36
  niche. Eventually, don't worry, we
• 20:38
  will, you know, we will broaden, you know, we will blow, you
• 20:42
  know, it's like in the beginning how only a few people used to
• 20:44
  wear Nikes, but now Nikes is a universal thing.
• 20:47
  So he's, you know, it's like that or like how Gary used to be
• 20:51
  a Nigerian thing, but then now with branded, branded package
• 20:55
  Gary goods. I mean, people, we both people
• 20:58
  in in, in the UK are now eating Gary.
• 21:02
  Who knows, maybe one day Americans will even be eating
• 21:03
  Gary as well. So, OK, 20 minutes.
• 21:08
  Let me bring this to a close because last night I went on for
• 21:11
  15 minutes. So let me not go on for too
• 21:13
  long. Is this a good book to read?
• 21:16
  Yeah, in my own opinion, I'll say is a good book to read
• 21:19
  because, you know, I'm not the alpha and the Omega and, you
• 21:21
  know, I don't know everything. I will never lead you guys
• 21:25
  astray, especially when we're talking about particular sales
• 21:28
  tactics or strategies that we need to do.
• 21:31
  When I talk about those sorts of things, yes, by all means,
• 21:33
  listen to me. I will not lead you astray.
• 21:36
  But on larger strategic issues, yeah, Well, of course, the more
• 21:39
  opinions that you know the better.
• 21:40
  And in that case, I'll say said said Gordon's book Purple Cow.
• 21:44
  Yeah, I'll say read it. There's another one I'm going to
• 21:47
  review for you guys later. This all go chapter by chapter.
• 21:50
  That one is called, was it called Red Ocean Abbey, Red
• 21:55
  Ocean strategy or something like that?
• 21:57
  I can't remember, but that's red ocean in contrast to Blue
• 22:00
  oceans. It's just that the problem that
• 22:03
  I have with this book and let me be frank with you guys, whether
• 22:06
  it's purple cow or whether it's a Six Sigma thinking or whether
• 22:11
  it's a red ocean strategy or whether it's, you know, all
• 22:16
  these fancy, fancy title is they always try to get a lot of us
• 22:19
  thinking about strategy, mindset shift, blah, blah, blah.
• 22:22
  All these things that we're starting a business.
• 22:24
  But to be honest, the average business person, that is not
• 22:26
  what we need when we're starting a business.
• 22:29
  The problem that the average business person has is they do
• 22:31
  not know, forget the strategy, they don't know the next step,
• 22:35
  they don't know what to do. And that's my problem with this
• 22:38
  book. If you read Seth Godin's book,
• 22:40
  Purple Cow, by the time you close the book, you'll be amped
• 22:43
  up. You know, you will talk to your
• 22:44
  friends, you talk to mom, see you talk to everybody.
• 22:46
  Like, you know what, Purple Cow, my business would be remarkable.
• 22:50
  You know, Purple Cow, I will stand out.
• 22:52
  I'll be distinguished. You know, I'll be laudable, I'll
• 22:55
  be blah, blah, blah, blah, blah, and you'll be amped up, amped up
• 22:58
  as hell. Then you wake up tomorrow and
• 23:00
  you don't know what you're supposed to do next.
• 23:03
  That's my problem with these books.
• 23:06
  Very nice, very sweet, very strategic.
• 23:09
  We'll be thinking hi, thinking lofty.
• 23:11
  Now wake up tomorrow and we don't know what the hell we're
• 23:14
  supposed to do next to build a remarkable business.
• 23:21
  For those of you who read the book, tell me if I'm wrong by
• 23:24
  the time you finish. Tell me, OK, what was his
• 23:26
  prescription that Step one, do this.
• 23:28
  Step 2, do this. Step three, do this.
• 23:30
  Step 4, do this. If you've read the book and I
• 23:33
  think I'm wrong, please, I give my contact details at the
• 23:36
  beginning and at the end of every episode, reach out to me
• 23:39
  and tell me, bro, you're wrong. Like, dude, relax.
• 23:43
  You're overthinking this. This is what the guy is actually
• 23:45
  saying. You've got me wrong.
• 23:47
  So please reach out to me. Excuse me, Tell me I was wrong
• 23:51
  so I can come back and make another podcast episode and say,
• 23:54
  OK guys, you know what? That time I said this, you know
• 23:57
  what, I was in the right headspace.
• 23:59
  You know, so actually this is the way.
• 24:03
  So strategic thinking, mindset, mindset shifts, all these things
• 24:07
  very, very important. Let's keep reading all these
• 24:09
  books. I will keep reading these books
• 24:10
  and I'll keep talking about them to you guys, but that is not
• 24:14
  really the problem that you're facing in your business.
• 24:16
  The problem you're facing your business is you don't know what
• 24:18
  next concrete step to take. And for those of you that know,
• 24:23
  you don't have the willpower to follow through.
• 24:25
  So, you know, that's another conversation, but the next step,
• 24:28
  that's what we're supposed to be thinking about.
• 24:30
  So in my own opinion, I'll say after reading this book, sorry,
• 24:35
  I haven't read it. I just know of the book and
• 24:40
  I've, you know, schemed a couple of lines here and there from the
• 24:42
  book and stuff like that. So in my own opinion now this is
• 24:45
  the next step to take from this book.
• 24:49
  Our guy Uncle Self, he keeps talking about niche audiences
• 24:56
  and things like that. Now remember what we've been
• 24:58
  talking about over here on the podcast and we'll talk about
• 25:01
  ICP. I do customer profile.
• 25:05
  In his own case, he talks about the MVA.
• 25:07
  He says the minimum of viable audience.
• 25:10
  So these are what we should be. That's the next step.
• 25:12
  Now for whatever business it is that you want to start, who is
• 25:15
  your ICP? Their do customer profile.
• 25:19
  What is your MVA? Our self Gordon calls it your
• 25:22
  minimum viable audience. The smallest audience who might
• 25:25
  be interested in this thing, they can go and start a
• 25:28
  conversation with, start writing it down, start plotting it out
• 25:33
  and then who knows, maybe you can come up with an MVP.
• 25:35
  That is the minimum viable product, the smallest version of
• 25:38
  your product that people can see, can touch, can taste, can
• 25:40
  smell, can try out so that they can say what?
• 25:44
  This is extraordinary. I would say from being exposed
• 25:51
  to our cassettes, Purple Cow book.
• 25:53
  That's the next step. Who is your smallest audience?
• 25:56
  Who are your niche? Who is your ideal customer
• 26:00
  profile, your ideal customer avatar?
• 26:02
  Who are they? Write them down tomorrow.
• 26:05
  The next thing I'm supposed to do is to come up with a plan to
• 26:08
  start interacting with them, expose them to your product,
• 26:12
  start getting some feedback. Excuse me?
• 26:15
  The feedback they get from them is what it's going to help so
• 26:17
  they can refine your product to make your product not worthy or
• 26:20
  make your service, you know, not worthy.
• 26:24
  That's how to start. But my own personal warning, my
• 26:27
  own personal whatever is, you know, please, all these people
• 26:29
  that keep talking about product that's selling itself, you know,
• 26:32
  there's an element of truth there.
• 26:34
  You know, that's why everybody in Nigeria is driving Toyota
• 26:37
  these days because you know, Toyota, you know, you can drive
• 26:42
  that thing for 15 years. No, really, in case you don't
• 26:46
  know, maybe one of those people who doesn't drive yet, you know,
• 26:48
  actually you can drive to ETA 1520 years.
• 26:50
  Those of us who are buying what's it called?
• 26:53
  A second hand car, you know, America, America second hand.
• 26:57
  I mean, what do you think we're driving while driving 1015 year
• 27:00
  old cars now? Just one check.
• 27:03
  So yeah, you can drive these cars forever.
• 27:05
  They are remarkable. That's why Nigerians keep on
• 27:07
  driving to Utah's. So there's an element of truth
• 27:09
  there. But if you believe the whole
• 27:12
  thing hook, line or sinker, and you believe that because your
• 27:14
  product or service is the bomb or whatever, or your
• 27:17
  professional reputation should precede you, you will be like
• 27:20
  people in my father's generation who believe that.
• 27:22
  Look, because I'm the best, I don't need to.
• 27:25
  I don't need to also, I don't need to whatever.
• 27:27
  Let me just chill. People will come and meet me.
• 27:32
  And I really think that time was passed.
• 27:35
  So that's all for today about Seth Godin's book.
• 27:41
  Again, if you have read the book, you have a different
• 27:44
  opinion. I would love to hear from you.
• 27:47
  So hit me up, call me, SMS me, WhatsApp me on 08064662140.
• 27:56
  Thank you very much for your time and attention.
• 27:58
  I'll catch you next time. Same place in your headphones or
• 28:01
  in your speakers.