Louis Grenier has run a podcast called Everyone Hates Marketers for 8 years. He's not here to be nice about it. In this episode, Lou breaks down why product marketing only exists because B2B tech forgot what customers actually want — and why your positioning project is probably being run by the wrong person. We cover customer research frameworks, the CEO buy-in problem no one talks about, and the Irish convenience store that is a crime against positioning. Hit play before your next messaging doc meeting. You'll thank us.
More from this episode
Product marketing only exists because B2B tech companies got so far from their customers they had to invent a role to translate what the product actually does.
Why the most powerful thing a consultant can offer is not being inside the company.
Lou's actual Hotjar failure — why the CMO wasn't enough to make repositioning work.
The six things you need to know from customers before you can touch a positioning doc.
Why calling something a "marketing initiative" is the fastest way to kill CEO buy-in.
"Sniff the same glue" — Lou's surprisingly accurate description of organizational alignment.
The 3-meter Irish storefront that is simultaneously a convenience store, Indian takeaway, off-license, and Red Bull dealer. One shop. Three meters. Zero positioning.
Why community is just a word companies use when they want a place to sell at people without being obvious about it.
Lou's hot take on co-founders: "Good luck to whoever wants to take that role with me."
The one customer research mistake that guarantees useless data: talking to the wrong people at the wrong time.
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