911 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja

Episode details

Today’s co-host is Peep Laja, founder of Wynter, CXL, and Speero. Peep is a believer in differentiation and disrupting yourself before the competition does it for you. 
Sometimes all it takes is stumbling upon a simple market problem without a solution. For Peep, discovering an industry gap led him to launch Wynter. Backed by a true entrepreneurial spirit, Peep became that market solution. Fortunately, his other venture was in a strong spot, so focusing all of his attention on building Wynter was possible. If you take anything from this podcast, it should be this: dual-focus is dangerous. 
In this episode, Peep talks about the sometimes intangible aspects of business, when to pivot, how to position yourself so clients actually want to work with you, and how to cut through the clutter and stand out from stiff competitors. 
“Differentiation is not a line of copy. It needs to be your actual DNA, what you stand for. And it should be owned by the founder or CEO of the company.” ~ @peeplaja
Main Takeaways

• Having a dual-focus is not sustainable. Your company should be working towards one specialty. To help prioritize your day, focus on what moves the needle.
• If you lead a conversation with a client’s problem, they’ll immediately get defensive. Instead, approach the conversation with a story or a narrative, then address how your company will fix external problems within that narrative.
• Problematic messaging happens when companies act as if they’re the only ones that do website development or social media or branding. Instead, figure out what makes your business unique. For clients to choose you, you must say things other companies aren’t saying.
• Always pivot to where the market is changing and constantly focus on what makes your business unique to the people you serve. When you’re smaller, it’s easier and more advantageous to pivot.

Links and Important Mentions

• Wynter
• CXL
• Speero
• Peep on Twitter
• Peep on LinkedIn
• Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork by Dan Sullivan
• WordPress
• Adeft
• Google Analytics
• Check out a bonus episode with Peep

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