30 years later people still spend their money on these core things.

Most businesses spend all their energy trying to make the next sale. I used to think that way too. Then I came across an idea that completely changed how I looked at business. Instead of asking, "How do I make this sale?" I started asking... "What are all the predictable things this person is going to need after today?" That simple shift changes everything. If you can map the contextual certainties in your customer's life, you stop competing transaction by transaction and start becoming the trusted guide for the entire category. That's where the real value is. In this video, I talk about the idea that shaped so much of how I think about marketing, customer relationships, and building businesses that keep growing year after year. If you can own the relationship instead of just the transaction, you'll never look at your customers the same way again. Dean See more at: https://deanjackson.com/ ⏱ Chapters: 00:00 — good morning, and the end of journal no. 1 00:30 — 30 years of journaling, 17 episodes on journal one 01:00 — the book that stuck: The Discipline of Market Leaders 01:35 — the three types of market leaders 02:10 — product leaders: Nike, Apple, leading with the best 02:40 — operationally excellent: Walmart, FedEx, airlines 03:15 — customer intimate: where two companies blur together 03:50 — filtering everything through real estate in 1996 04:20 — the seed: real estate is all three at once 04:55 — before, during, and after — three units of one business 05:35 — why agents abandon people the second they move in 06:10 — The One to One Future, and the advocacy relationship 06:50 — the privacy future he predicted before we went online 07:25 — the advocate who stands between you and the market 08:00 — page 157: the cradle-to-grave map of every expenditure 08:40 — babies to funerals: a lifetime of contextual certainties 09:15 — nobody's organizing the category — that's the opening 09:45 — the wedding category, and what's coming in journal 2 10:15 — the four places everybody's money goes 10:45 — the most valuable relationship in America