E10 w/ Jessica Malnik: How to Find a Repeatable Growth Channel

Brett Lindenberg’s startup Mindstamp puts six figures of profit in his pocket every year, helping businesses create interactive videos for training and sales. But growth has leveled off, and he’s having trouble changing that.

Does he niche down to one kind of customer, or stay general and change how he reaches the market? Either way, most of the buyers he wants have never heard of interactive video.

Cohost Jessica Malnik and I dig in: A candid working session including:
– the cheaper plan that has him fishing in bad waters
– why his best buyers aren’t searching for him
– SOC 2, and why Mindstamp should never issue the certificate
– certifications people care about at the identity level
– teaching better interactive video as the marketing

=================
ME ME ME!!!
=================
Subscribe on YouTube ►
Subscribe via Podcast ►
📘 Get my book ► 📘
My bio + 20 years of articles ►

=============================
STARRING BRETT LINDENBERG
=============================
Mindstamp ►

==================================
WITH COHOST JESSICA MALNIK
==================================
Homepage ►
Subscribe on Newsletter ►
Subscribe on YouTube ►
The Remote Work Tribe ►

================================
REFERENCED IN THIS EPISODE
================================
“The Iterative-Hypothesis customer development method” ►
“Not Business Advice” books—Alex West ►

================
TIMESTAMPS
================
00:00 Plateaued SaaS: niche down or stay general?
4:11 Too general, or just customizable?
8:21 Who sticks? Medical continuing education
13:05 A cheaper plan is fishing in bad waters
17:38 Where do your best customers go?
22:25 Nobody knows interactive video exists
27:20 Making videos for customers as a service
34:21 Certification partners: the SOC 2 case
45:38 Win certifiers who want to stand out
54:18 Content marketing: teach better videos
1:00:25 90-day plan: interview your customers
1:04:47 Box-tickers vs. buyers who really care
1:07:15 Energized, with hypotheses to test

source