You can't create demand, only channel it

#322 | Louis Grenier joins Dave for a conversation about what it actually takes to stand out in B2B marketing when everything feels the same. Louis sent Dave 10 surprise gifts to open during the show, and each one sparks a conversation about marketing, career, and life. They talk about the reality of how people decide to buy and why Louis is so focused on timeless fundamentals.

Timestamps

• (00:00) - — Timeless marketing vs the AI hype
• (04:58) - — The colonoscopy story.
• (12:18) - — Trojan Horse marketing. Get attention first. Sell later. Stop leading with your product.
• (17:18) - — Why you can’t create demand, only redirect it.
• (22:58) - — Category creation vs sub-categories. Most startups get this wrong.
• (25:48) - — Meaning-free brand assets. Why weird mascots and visuals actually work.
• (33:54) - — How to sell bold ideas internally without asking for permission.
• (37:44) - — Ads that look like ads fail. Attention is the job.
• (46:24) - — Triggers vs pain points. How people actually decide to buy.
• (51:44) - — First principles, repetition, history, and why this stuff still works no matter the tech wave.

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