Drift's David Cancel on Whoever Gets Closer to the Customer Wins

Updated On: July 07, 2019

"Whoever gets closer to the customer wins." That phrase first uttered by brilliant marketer and storyteller Bernadette Jiwa could not be truer today. If you think about some of the major shifts that have happened in the past couple of decades, we can see this notion pretty clearly with Airbnb taking down hotel chains, Ubers beating out cabs, Netflix getting physically closer than Blockbuster, and the list goes on...

On this episode of Protect the Hustle, we talk to Drift CEO David Cancel about getting as close as possible to the customer, the broken system of purchasing software, and questioning if you can truly brute force change in a market. David used his skills from building the precursor to Facebook, Threadless, and modern blogging to help HubSpot and Drift reach hypergrowth through product.

You can listen to Protect the Hustle on Apple Podcasts, Spotify, Google Podcasts, Overcast, Stitcher, Radio Public, or wherever you listen to podcasts. There's also a full video version below.

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Full Video Version


Topics covered in this episode

  • The experience of purchasing software has drastically changed: it's broken

  • Timing is everything especially if the market catches up

  • How to handle fierce competition

  • Can you brute force change in a market?

  • Gutting Hubspot's product team and rebuilding 90% of the software

  • Discovering customer centricity and getting as close as possible

  • Going from persona to focusing on the end user customer experience

We're giving away 25 copies of one of Bernadette Jiwa's books to the first 25 folks who leave a 5 star rating and comment on iTunes. Screenshot your review and email it to patrick@profitwell.com and we'll ship you out a copy.

Tags: interview, protect the hustle

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