Not Understanding His Customers’ Feelings: Kent Billingsley

Not Understanding His Customers’ Feelings: Kent Billingsley


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My guest for Episode #53 of “the My Favorite Mistake” podcast is Kent Billingsley, the author of the new book ENTREPRENEUR TO MILLIONAIRE: How to Build a Highly Profitable, Fast-Growth Company and Become Embarrassingly Rich Doing It. His friend Mark Cuban wrote the foreword.

Kent is the founder and president of the Revenue Growth® Company, LLC. He has become America’s Revenue Growth® Architect by helping thousands of entrepreneurs and small businesses (representing hundreds of thousands of employees) generate billions in new sales and revenue. He has personally designed, built, transformed, or turbocharged over 1,000 organizations in 36 countries. Billingsley has served in executive and leadership positions in several billion-dollar firms. Over nearly three decades, he has developed thought-leading content and trademarked programs helping thousands of entrepreneurs and their employees become millionaires and multimillionaires from their businesses.

In today's episode, Kent shares his “favorite mistake” about not fully understanding the “psychographics” of his customers. He talks about the need to move beyond understanding customer demographics to really understanding his buyer's feelings. We also discuss topics and questions including:

  • Why is it a mistake to think a company is a democracy?
  • Why is it a mistake to assume we are going back to the old normal instead of creating a new normal?
  • What was it like working for H. Ross Perot at EDS? Why was he “the greatest leader” he's “ever seen”? See his blog post about his passing.

Scroll down to find:

  • Video player
  • Enter to win books from Kent and other guests
  • Quotes
  • How to subscribe
  • Full transcript

You can listen to or watch the episode below. A transcript also follows lower on this page. Please subscribe, rate, and review via Apple Podcasts or Podchaser! You can now sign up to get new episodes via email, to make sure you don't miss an episode. This podcast is part of the Lean Communicators network.


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Enter to win books by other “My Favorite Mistake” guests.


Kent Billingsley My Favorite Mistake Ross Perot"[H. Ross Perot] is the greatest leader I've ever known. I've ever heard, I've ever met. And he made it all about the people. He made it all about the client."

"I love how you frame it... Favorite mistake. It's one of those, gosh, I can't believe I did it, but why didn't I learn from that mistake?"

 "My learning, the mistake, was how the psychographic, their emotional construct, is more important than the demographic" [when selling]."

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Automated Transcript (Likely Contain Mistakes)

Mark Graban is an internationally-recognized consultant, author, and professional speaker who has worked in healthcare, manufacturing, and startups. His latest book is Measures of Success: React Less, Lead Better, Improve More. He is author of the Shingo Award-winning books Lean Hospitals and Healthcare Kaizen, as well as The Executive Guide to Healthcare Kaizen. He also published the anthology Practicing Lean that benefits the Louise H. Batz Patient Safety Foundation, where Mark is a board member. Mark is also a Senior Advisor to the technology company KaiNexus. He is also a Senior Advisor and Director of Strategic Marketing with the healthcare advisory firm, Value Capture.