Frances Frei

speaker

169 appearances 1 recordings 1 series first heard Jun 2025 last heard Jun 2025

Frances Frei’s voice in public audio — every appearance, attributed to the second.

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This was an empathetic no.

And that is the key on Dare to be Bad.

So you have an idea of what your service is, what your product is, and who you're serving.

So when you have those...

You start with a customer, and what is it that the customer values most?

And so I often think about this.

When the customer is thinking of giving you a dollar,

Who else are they thinking of giving that dollar to?

That's your competitive set.

And so when the customer is thinking of giving me a dollar, why?

What's the most important thing to them?

Write it down.

What's the next most important thing to them?

Write it down.

And so on.

It's really important that we know the ordering of attributes.

Otherwise...

We could make the wrong decision.

If we're going to be great at some things and bad at others, goodness, we better be great at the things they value most.

And the reason that we have people simulate the customer before going and talking to them is twofold.

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