108. Personas Don't Drive Revenue... Mindsets Do w/ Kristin Zhivago

<p><span style="font-weight: 400;">Nobody likes to be sold to. (Not even sellers, if they’re honest.) Instead of being a sale, customers want a specific solution that originates from their current mindset.</span></p> <p> </p> <p><span style="font-weight: 400;">In this episode, I interview</span> <a href= "https://www.linkedin.com/in/kristinzhivago/"><span style= "font-weight: 400;">Kristin Zhivago</span></a><span style= "font-weight: 400;">, Founder and President at</span> <a href= "https://zhivagopartners.com/"><span style= "font-weight: 400;">Zhivago Partners</span></a><span style= "font-weight: 400;">, about mindset-driven marketing, otherwise known as selling the way that customers actually want to buy. </span></p> <p> </p> <p><span style="font-weight: 400;">Kristin talked with me about:</span></p> <p> </p> <p><span style="font-weight: 400;">- How COVID-19 inspired Kristin to formulate mindset-driven marketing</span></p> <p> </p> <p><span style="font-weight: 400;">- Why so many companies don’t deliver on their promises</span></p> <p> </p> <p><span style="font-weight: 400;">- Customer interviews & mindset immersion</span></p> <p> </p> <p><span style="font-weight: 400;">- Selling successfully when nobody likes being sold to</span></p> <p> </p> <p><span style="font-weight: 400;">Check out these resources we mentioned during the podcast:</span></p> <p> </p> <p><span style="font-weight: 400;">- Kristin’s book is</span> <a href= "https://www.amazon.com/Roadmap-Revenue-Sell-Your-Customers/dp/0974917923"> <span style="font-weight: 400;">Roadmap to Revenue</span></a></p> <p> </p> <p><span style="font-weight: 400;">- Learn about mindset-driven-marketing:</span> <a href= "https://zhivagopartners.com/blog/introducing-mindset-driven-marketing/"> <span style="font-weight: 400;">introduction</span></a><span style= "font-weight: 400;">,</span> <a href= "https://zhivagopartners.com/blog/mindset-immersion-an-example-of-mindset-driven-marketing/"> <span style="font-weight: 400;">example</span></a><span style= "font-weight: 400;