Most businesses run an ad and hope someone buys today. The problem is that only about 3% of people are ready to buy right now. You, your competitors, and every other business chasing that same customer are all fighting over that 3%.

In this episode of David Goldstein Unfiltered, I talk about the other 97%: the people who are looking and learning but aren't ready yet, and who almost everyone ignores. An ad's real job is to start a relationship, not to close a sale. When you treat ads as a cost, you end up discounting and losing to the giants. With Black Friday coming, some smart businesses actually pull back on ads.

Plus the three kinds of buyers from The 9% Club, and how the iPod sold to people who didn't know they had a problem.

Send me your questions and topics, or come on the show: podcast@goldsteinunfiltered.com

CHAPTERS
0:00 Only 3% are ready to buy today
0:31 Welcome — building this show like a startup
1:54 How do we really grow revenue?
2:37 Why most people get ads wrong
3:49 Fighting in the red ocean
4:27 The 3% and the 97%
5:53 The ocean nobody's fishing in
6:49 What an ad is actually for
8:39 Ads are an investment, not a cost
11:17 Black Friday and the quick buck
12:12 Intentions drive everything
12:58 The three types of buyers
15:12 The iPod: selling to people who didn't know they had a problem
16:54 Test everything
17:52 You only need a few winning strategies
18:39 When you scale, you scale everything

Website: https://goldsteinunfiltered.com
YouTube: https://youtu.be/gr_gWEHrE6U

Last year my basketball team was down the whole championship game. At halftime I told the kids the same thing I tell every team I coach and every sales rep I've managed: don't look at the scoreboard. We won at the buzzer.

In the first episode of David Goldstein Unfiltered, I talk about why success is a choice — not luck, not how you were born — and why the people who keep winning focus on the process instead of the score. A cup of coffee, a dental office answering a teeth-whitening call, a 20-pound goal, and a Department of Defense deal where we did everything right and still lost.

91% of businesses fail. This show is about the 9% — and how to join them.

Send me your questions and topics, or come on the show: podcast@goldsteinunfiltered.com

Chapters:

0:00 Welcome — building this show like a startup

2:32 Why success — The 9% Club

3:44 Success is a choice and a habit

5:15 Destinations vs. goals

6:05 The most conditioned team in the league

8:06 What a process looks like in business

9:46 The coffee pod: what a process actually is

12:00 Leading vs. lagging indicators

13:25 The teeth-whitening call

14:47 OKRs, made simple

15:22 Worst team at winter break, champions at the end

18:05 Down the whole game — don't look at the scoreboard

19:20 Are you willing to pay the price?

21:22 We did everything right and still lost

24:18 Setbacks, and more wins than losses

26:22 The end-of-day check-in

27:39 Thanks for listening

Watch on YouTube: https://www.youtube.com/@GoldsteinUnfiltered

Website: https://goldsteinunfiltered.com