Ara Mahdessian

speaker

508 appearances 1 recordings 1 series first heard Mar 2026 last heard 16 Mar

Ara Mahdessian’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Mar 2026 with 1.

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The Home Service Expert Podcast · How ServiceTitan Took Over the Trades Industry (Ara Mahdessian) · 16 Mar 2026 podcast

I think about brand because as I go through all those examples, Nike, Rolex, et cetera, A1.

For me, brand is about the feeling, right?

that is engendered, that is created, the feeling that your customer gets based on all the interactions they have with you as a business.

Those interactions are things like seeing your marketing copy, hearing your ad, what happens when they call your call center, what interaction they get when the technician comes to the home.

It's that all those interactions, what is the feeling that they are left with?

And now we can then talk about, okay, if the brand creates that one feeling based on all the interactions, what should that one feeling be?

And you can answer that question from different perspectives.

You could say, I want that feeling to just be, I don't know, quality, because that's what I care about in my life as a business owner.

Or you could think about it from,

That feeling should be the feeling that the customer cares most about.

Because I want to make sure that when the customer is making this buying decision, they get what they are seeking.

And so if you think about from your customer's perspective, what are the feelings that they care about?

I would say as a customer myself of a lot of contractors coming into my home to build or fix or do things like, and I'm not every consumer.

So I'm not saying I'm representative of every consumer.

Just for me personally, I care about number one, like trust, reliability that this guy isn't going to screw me over.

on price.

That doesn't mean I don't want to make a profit.

I want to make a very healthy profit.

Just don't obscenely rip me off where I feel like an idiot.

Okay.

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