{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"S9E5 - Isaac Carter | Lead the Market, Don't Chase It","description":"In this episode of Real Returns, Andrew sits down with Isaac Carter, CEO of Contollo Consulting, a technology entrepreneur with more than 25 years in data architecture, software, and business transformation. Isaac explains why founders who lead with their own voice stand out in an AI-saturated market, and how free 10-minute interviews with 62 founders at DFW Startup Week doubled as market research. He and Andrew also get into why leading with value beats leading with the ask. Timestamps: 00:00 - Cold Open: Henry Ford Didn't Invent The Car 00:38 - Meet Isaac Carter 01:37 - From Staffing To Founder-Led Go-To-Market 04:29 - Does AI Content Help Or Hurt Founders 06:26 - What 62 Founders Revealed At DFW Startup Week 09:13 - How To Ask Customers The Right Questions 11:35 - Why Knowing Is More Than Half The Battle 14:29 - Why Messaging Matters More Than The Product 16:27 - Making The Customer The Hero 18:49 - Lead With Value, Not The Ask 21:42 - How To Reach Isaac &quot;AI cannot help you feel connected. But humans can.&quot; - Isaac Carter Connect with Isaac: Website: contollo.net \u2014 For more insights on purposeful investing, subscribe to Real Returns on Apple Podcasts, Spotify, or YouTube. Apple Podcasts: https:\/\/podcasts.apple.com\/us\/podcast\/s9e5-isaac-carter-lead-the-market-dont-chase-it\/id1642761377?i=1000793728080 Spotify: https:\/\/open.spotify.com\/episode\/0fE2P8YTPPbaw5mxQm3A6A?si=4LTj78czQhOb_CkCbvSS3Q \u2014 Subscribe to our monthly newsletter: http:\/\/www.realreturnspodcast.com Want to see your question answered on the show? Submit a question via our Q&amp;amp;A form: https:\/\/forms.gle\/Fy9E6H7BTpzhGPueA \u2014 Invest alongside our team with Birgo Heartland Multifamily Fund V, targeting resilient Midwest workforce housing markets: https:\/\/birgo.com\/fundv?utm_source=youtube&amp;amp;utm_medium=podcast&amp;amp;utm_campaign=s9e5_isaaccarter&amp;amp;utm_content=fund_v Reiturn\u00ae is Birgo's new platform* bringing real estate investing to everyday investors, not just accredited ones, with a minimum for the public of $1,000. *The equity crowdfunding round to own a share of the Reiturn\u00ae platform is live at https:\/\/invest.reiturn.com\/?utm_source=youtube&amp;amp;utm_medium=podcast&amp;amp;utm_campaign=s9e5_isaaccarter&amp;amp;utm_content=reiturn_raise ","author_name":"Real Returns","author_url":"https:\/\/www.birgo.com\/capital","html":"<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/43215823\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/forward\/render-playlist\/no\/custom-color\/88AA3C\/\" height=\"90\" width=\"600\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/207276048"}