Season 1

The classic book, Crossing the Chasm, by Geoffrey Moore, is a manifesto, a field manual, and sales’ version of Dr. Spock’s book on “company rearing” for new entrepreneurs…all in one. To level set for a brief moment – and Googling an image of Dr. Moore’s chasm graph may be helpful for the episode here - marketers have traditionally identified different kinds of B2B tech buyers: Innovators, Early Adopters, Early Majority, Late Majority, and finally the Laggards.
The traditional model assumed that, in the lifespan of a product, the market is first dominated by the innovators, then the early adopters etc. down the line. This model implies a level of inevitability in the flow-through of one of these categories from another to another…as your business continues. Good in theory but not so easy in practice.
The reality of entering and competing for markets today, gaps exist between the categories in this model that are large enough to derail the most promising startups as they transition from one category of customers to the next.
And the biggest gap Moore writes about is the one between Early Adopters and Early Majority. This is where both bags of money and companies go to die. Because the GoTo market & sales strategies that win deals in the Early Adopters group, won’t necessarily work so well for the Early Majority group. Instead, you may find yourself at the bottom of a valley looking up at an el Capitan-like sheer vertical wall of market climbing ahead of you. The sales team by your side that did well in the early stage of capturing innovators and early adopters now find themselves often overmatched and underequipped by the challenge and technical nuances of a market wall this big.
Since it is vastly different market types, moving from early adopters to early majority requires new tools, new approaches, and a lot of new thinking.
So what is the new thinking? In this episode, I ask Chris about the simple differences in the type of team and skills and techniques you need to climb this wall and continue moving down Moore’s market path. Building trust is the core requirement – and without understanding how and why you need to manufacture it to scale this wall, you’ll be left floundering and eking for survival with other amateur but well-intentioned climbers at the lower reaches of this meager market wall. So once again welcome to the Market Dominance Guys and this week’s episode, “All dead companies are equally uninteresting.”

If you want to dominate your market, here’s an inexpensive tip: Head down to your local Goodwill and buy a used version of the classic board game Risk… It seems that you don’t need AI, Machine Learning sims, or dozens of third-party load-tested and validated forecast models to predict how your business will perform in the next 24 months. Sometimes you just need to remember how you played a game that many of you probably haven’t picked up since you were 12. 
Risk was a board game that taught many of us about basic market dominance…each player sits and views a map of the world where each player has a finite number of armies placed randomly in a territory. The goal is to budget – and risk – your armies to conquer your neighbor’s landmass – while also leaving some troops to defend the territories you already have won from attacks that soon come on other fronts. The player who conquers all the armies on the map is the winner. 
No less of a result than we’ve talked about on these episodes. 
Consider that at the outset of every turn you simply ask yourself, “What am I going to risk in order to boot somebody out of a territory, so that I can dominate it from which I can launch another campaign when I'm strong enough to dominate and adjacent territory?” 
It’s the same theory in business – except deploying real dollars and resources vs placing your surplus of plastic pieces in Greenland (never a good idea). 
If you and your leadership team just played Risk all day long, I guarantee you will see traits and ideas and lessons to be applied to your current business. 
Because this math and exercise in risk and reward – and you’ve really got to do that kind of fundamental math if you haven’t already done so – is kind of like the game theory of business that must be done before we can figure out the real role of sales.
So let’s jump right into this episode of the Market Dominance Guys entitled – Parker Brothers gave me my MBA. 

Rocky. The Karate Kid. The Average Joes. Rudy. Underdogs. We love them. They are the people who use their grit combined with their well-coached and newly acquired skills to make waves, cause the odds-makers fits, and run up the score. 
When you get funded by a VC and finally have the green light to release the Kraken and launch your vaunted sales machine, there is a temptation to run up the bill on the countless tools available in the sales and marketing stack and forget the meager stack from whence you came. 
“Stand back…I have capital and I’m not afraid to use it!”...you’ll think. 
Magic beans to make my phone ring?...I’ll take it!
A love potion to make my prospects swoon into a demo?...Yes, please!
A virtual dancing Elvis to get folks to download my white paper?...sure, why not?
You can spend the GDP of a small Caribbean country playing this game and feeling like you also have the perfect Millennial-friendly office, the best cold brew, and the ideal dress code and PTO policy. 
But the most sophisticated and successful stack and culture in the world can be had right now if you simply have a tight message that works combined with a mechanism to talk to hundreds of thousands of people a year…AND doing it with a small team of sincere and empathetic salespeople.
But is it realistic? 
In this episode I ask Chris if something like this only exists in the lab…or can it be really be seen in the wild.  
Welcome to the Market Dominance Guys and this week’s episode: “Mr. Miyagi and the Theory of Market Dominance.”

Today, when you examine the toolbox of the modern sales professional, many of us immediately see the abundance of options in the marketing and sales stacks that decorate most of our desktops…I have tools that can disguise my phone number, I know when someone opens an email, I can do a virtual face to face meeting…AI and machine learning tools even tell me what to say and who I should say it to…a scale of portable technology and advancement and capital on any ordinary rep desktop that would leave an Apollo-era NASA slide-ruled engineer in your dust.
But what about the techniques, behaviors, and go to market strategies of that same modern sales professional?
Sadly, for most of us, we’re still stranded in mid-century America. But not the mid 20th Century,  rather, I’m speaking of the mid 19th Century America of 33 states. The mid-century of America where the new hot book on the scene was not Good To Great or The Lean Startup, but instead a fresh little nautical fiction text entitled Moby Dick.
In this episode, Chris takes us through a virtual time warp of strategy, territories, and compensation as a salesperson.
Some things have indeed changed, But some remain firmly entrenched in a midcentury President Franklin Pierce’s America. This is the Market Dominance Guys and today’s episode “Get the DeLorean; My Profession is Stuck in 1855!”

States, lots of ‘em, 50 states. Plus Red States, Blue States. States of consciousness. Physical states. Liquid/Gas…
How about the state of Markets, being Market Dominant, or simply being an “also-ran?”
The fact is there are only two states you can reside in as a company: you're either dominating one market or more, or you're dominating zero. And if you're dominating zero markets, you WILL go out of business in time unless you turn into a company that IS dominating at least one market.
Market Dominance is security, it’s collateral, safety, shelter, asylum, parlay; but most importantly, it’s freedom. Because the only two reasons a company dominating a market can ever go out of business is either financial mismanagement or if the market is just too small.
So how do you map your journey to market dominance? What’s changed over the past few years that makes it easier for some and more difficult for others to even get out of the gates? In this chat, I ask Chris for his insights into the real stakes of entering this Octagon of business without true dominating intent. This is the Market Dominance Guys and today’s episode entitled, “The Two-State Solution in Market Dominance: Dollars or Donuts?”

What do you need to believe when you ask someone for 15 minutes of their time? What’s the underlying emotional and rational DNA of true belief that is pulsing through your brain?
And even beyond this, it would be helpful to remind our listeners about our mission here at the Market Dominance Guys…what’s the real reason these nuances and steps and tactics of market dominance even matter? Because, after all, if we don't get past the discovery step consistently we can never dominate our market.
So all of these steps are not necessarily put in place for the salesperson themselves to be successful, although that is great byproduct; The real underlying purpose of all of this is to provide an alternative or an adjunct to the traditional funding, mergers, and acquisitions as a way of executing corporate strategy …That’s actually the purpose of all this…as my esteemed and candid co-host is very fond of saying, “You can go sell any damn way you want…if you DON’T want to dominate markets. Why? No one will care.”  
In this episode, I poke Chris into a controlled burn on the mathematics, the reasoning, and the basic economics of how to dominate your market…and why it matters even more in today’s booming economy.  This is “No Tourists Allowed: Are You Serious about Reaching the top of your Market.” 

 
Ask 50 bartenders how to make the best Tom Collins and 48 out 50 will tell you: Pour 1 oz Freshly squeezed lemon juice, 1 1/2 oz Gin, 2 oz Carbonated water and 1/2 oz Sugar syrup and shake. Now ask 50 sales professionals how to “make” the best Discovery call and you’ll get 50 different answers. Have an agenda. Build rapport. Establish time frames. Set a power frame. Identify a budget upfront or don’t do the call at all. Do a question stack. Talk a lot. Talk a little. It seems that everyone has their own recipe, and yet they are still calling it by the same name. Now sales discovery calls have been around at least as long as the vaunted and debonair Tom Collins. So why do they differ so broadly, and what ARE the necessary ingredients for creating a great Discovery session? In this session of the Market Dominance Guys, I ask Chris – a master mixologist in his own right – for the best additives – including trust, tone, and pace to earn a true confession in a Discovery. This is “The Confessional is Now Open – How to Harvest Authentic Trust in your Discovery Calls”

Alex Honnold, one of the most talented mountain climbers in the world – who is the only man to ever successfully summit El Capitan free solo – and that means no ropes - by the way – had a strategy. And his strategy did not reach the top of the mountain. That was his ultimate destination. His strategy was to map the 30 sections – or “pitches” as they are called in climbing parlance - and practice the necessary and wide variety of different skills needed to manage each of these 30 precarious steps. Now as a sales professional, I find it fascinating that climbers call each section of a mountain a pitch…especially because, in this episode of the market dominance guys, Chris talks about strategy in much the same way Alex attacks a mountain…as simply a list of necessary and intermediate destinations leading to the summit or close. And each of these strategies needs to employ the proper tactic – or in this case – the proper pitch. This episode of Market Dominance Guys is “How to Free Solo your Pitch”.

There is a universal product that every company has that it needs to better understand and sell more effectively and correctly. And it's a product that can be crafted and messaged just like any other product your team sells. Because it’s a real product, it requires belief in its potential value and worth from the folks that sell it. It’s a product that shouldn’t be short-cut or mis-messaged…or even try to do too much. It needs to be measured for effectiveness. And the ability to get this product in front of your list is also one of the keys to market dominance. That product is the Discovery Meeting or Discovery Call. In the episode, I ask Chris to separate fact from fiction and put some sound data and reasoning behind this misunderstood and much-maligned tool. This episode of Market Dominance Guys is The Right Tool for the Right Job, or as I like to call it, Don’t Make the Spiders Angry.

Growing up, your mom probably told you to never talk to strangers. She also said never ask anyone for money. So…fast forward 20 years and find yourself at your desk, a newly minted college grad and a fresh-faced and newly hired sales professional at a great company. And what does your boss tell you to do on your first day? “Um…Josh, I need you to take this list of leads and I need you to call them (i.e. talk to strangers)…oh and then, if they’re really friendly, I need you to ask them to buy something (i.e. ask them for money…or even tougher, ask them for time).  Um...ok?”
So how do you step up and actually tackle these taboos and address the social baggage that we all have been taught? How do you reduce fear and build trust…especially since you are even worse than a typical stranger…you are an invisible stranger! In this episode, Chris and I have a little fun in this episode of Market Dominance Guys and discuss “Stranger” Things. 

Explaining the decision to employ the newly developed and yet far-from-perfect radar system used to protect England from the stifling Nazi blitz in World War II, the esteemed scientist Robert Alexander Watson-Watt said, “Always strive to  give the military the third-best because the best is impossible and second best is always too late.” This attitude of being good enough, and not perfect, has been dubbed ‘the cult of the imperfect.’ The French philosopher Voltaire summed this attitude nearly two hundred years earlier when he wrote, “The best is the enemy of the good.”
Certainly, when creating a call campaign or lead list, trying for perfection in our initial query is also very much our enemy. In this episode of Market Dominance Guys, Chris explains why what you are doing when you create a list is already wrong! This is Market List Creation…Know your enemy!

Startups that begin their journey without a primary mission and focus on getting to true market dominance causes many teams to instead lead their new company into conditions that are ripe with extreme uncertainty and essentially abandoning all process. They often jump head-on into the product development cycle in order to execute on their “idea” and get to “market” as quickly as possible…so they can start selling and bringing in revenue. Understandable for sure. But this is not the only option…nor is it even close to the ideal one. Eric Ries’ fantastic work, The Lean Startup, demonstrates that companies CAN create order and reduce chaos by providing tools and processes to test their vision not once, but continuously. That’s the key here…continuously. In this Market Dominance Guys episode, entitled “Messaging Eats Product for Breakfast” Chris and I also discuss when is sales really sales, and when a product pivot should really simply be a messaging pivot.  

I know many veteran entrepreneurs would agree that “Raising venture capital is the easiest thing that a startup founder is probably ever going to do.”
Marc Andreessen said that the venture capital business is a 100% game of outliers- it’s all about extreme exceptions.”
“…think about it…there are on the order of 4-5000 ‘fundable’ companies a year, that want to raise venture capital.”
“…and about 300 of those will get funded by what’s considered a ’top tier VC’; about 25 of those will someday get to a 100M in revenue…”
“…and those 25 from that year, will generate something on the order of 97% of all the returns for the entire category of VC in that year.”
In this episode of Market Dominance Guys, Corey asked Chris to tackle the mindset around this Venture Capital seduction process and break it down with eyes fully open to its true purpose and function. Who should you have on your team to really give you the brutally honest feedback you need…before the VC enters the picture? And most importantly, how can you ensure that your VCs goals and YOUR goals are properly in alignment?
This is the Market Dominance Guys: “The Hard Truths about Taking VC Funding”        

In our journey to Market Dominance, Hope springs eternal…it does in sales forecasts…in product rollouts…and especially in venture fundraising. 
“But Hope is not a strategy. And Luck is not a factor. And fear is not an option.”
In this episode, I ask Chris about the key features and strategies every startup must-have. I brought extra paper expecting a long list…but to Chris, things are simplified…there are only three. 
So arm yourself! Tune in to this episode of Market Dominance Guys to hear Corey and Chris and let’s now dive into the 3 Features & 3 Strategies Every Startup Must Have. 

Welcome to Market Dominance Guys. There’s a common storyline for newly minted entrepreneurs…it goes like this: I have a product… a widget…a service. It works…I think it works pretty well. And so now I'm going to hire a bunch of sales folks…probably a VP of Sales and he’s going to do the hiring…and then we're going to launch and then we’re going to get working and execute on that hockey stick picture I have in my investment deck. Oh, and we're also going to do the market launch, some PR about our funding, and spend a few bucks updating the website. 
Now every superhero has their origin story…and in this episode, I’m going to ask Chris to dive in and talk about Startup Origin Stories: Is Sales the villain if something goes awry? Is sales the hero? Where’s the kryptonite in today’s VC funded startups and businesses?
Tune in to this episode of Market Dominance Guys to hear Corey and Chris explain sales isn't to blame.