Scaling Up Business Podcast

How do you make your product or service something that people actually want or need? In this episode, Laurier Mandin shares insights on how to create products that move beyond "nice-to-have" into the realm of "must-have," breaking down his framework, the Coveted Condition. Laurier (pronounced "Lore-Yay") has a knack for uncovering the psychology behind buyer decisions. He  helps companies craft irresistible products that customers can’t live without and is the founder of Graphos, a product marketing agency. Topics explored in this episode: - Laurier’s book, I Need That, which is about creating and marketing products people are compelled to buy. - The importance of validating a product idea before going all-in.- The “Coveted Condition” framework for understanding buyer psychology and creating must-have products.- How the dog brain (limbic system) drives purchasing decisions and why logic often takes a back seat.- Why innovators overvalue their products by three times.- Why product