Peter Fader

If there's Coca-Cola people out there, they'll go, aha.

But then also some work that was done by another series of mentors that I got, a guy named Bruce Hardy and Pete Fader, of where they were laying out Really how to think about customers.

Now, this isn't quite customers.

It's more products.

But then other things stand out.

And I just remember I had a chance to Dr. Peter Fader.

He's by the way, you should interview him if you want.

I can interconnect you.

all these kinds of conversations, they were just fascinating, but they filled in the gaps for me.

So in the book, you'll see these call-outs.

Is this interesting? Do you want like take this deeper and down the rabbit hole, go listen to episode 324 and listen to Ellen Naylor or go listen to Peter Fader on this episode if you want to learn more about this.

The conversion scientist, Brian Massey, he's a wizard.