{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Start Up FAQs: How To Target Multiple Personas","description":"\u201cIn a world where there\u2019s so much overwhelming noise, you\u2019ve got to be specific,\u201d says Brendan in this solo episode of Billion Dollar Tech. This pertains to everything, from the benefit you\u2019re providing to how you\u2019re helping, to the language you\u2019re using, even the difference between your impression of what you\u2019re selling versus how other people view it. Too many people try to target multiple personas, and this, as Brendan explains, is one of the biggest mistakes a startup can make.  To illustrate this point, Brendan provides examples from both sides of the issue. He relays an anecdote told to him by Steve Marsh, founder and chairman of B2B tech business Smarsh, about the biggest mistake Steve says that he made. He draws from his own experience with Sudozi and explains what they\u2019ve done right.  Of course, there are a couple of caveats to this rule. Find out what those are and why the companies you think are exceptions to the rule really aren\u2019t.  Quotes: \u201cThe foundational element here is strategy.\u201d (1:22-1:24 | Brendan)  \u201cThis sentiment is one I hear echoed again and again and it might be the single most common reason that I see other than founder burnout or wrong timing is lack of focus, that keeps startups from winning.\u201d (3:18-3:32 | Brendan)  \u201cThese are all things that require a lot of time and expertise that you can\u2019t get if you\u2019re saying, \u2018Well, I want to sell into six different personas across five different industries and so forth.\u201d (5:29-5:42 | Brendan) Connect with Brendan Dell: LinkedIn: https:\/\/www.linkedin.com\/in\/brendandell\/ YouTube: https:\/\/www.youtube.com\/c\/BrendanDell Instagram: @thebrendandellTikTok: @brendandell39 Buy a copy of Brendan\u2019s Book, The 12 Immutable Laws of High-Impact Messaging: https:\/\/www.indiebound.org\/book\/9780578210926 Please don't forget to rate, comment, and subscribe to Billion Dollar Tech on Apple, Spotify, or wherever you listen to podcasts! Use code Brendan30 for 30% off your annual membership with RiverSide.fm  Podcast production and show notes provided by HiveCast.fm ","author_name":"Billion Dollar Tech","author_url":"https:\/\/brendandell.com\/","html":"