Bin Juice with John Lyons

What do you do when you're told you're too expensive? Before you touch your prices or your product, you need to know which problem you've actually got. Maybe you are too expensive, maybe they're the wrong customer, maybe they can't see your value or can't tell you apart from the cheaper option, or maybe they were never going to buy. Each one needs a different fix, and only one of them might involve your price. 00:00 Intro 00:34 Flask weather and the premise 01:03 Being told you're too expensive 01:41 Five reasons you look too expensive 02:16 You might genuinely be too expensive 03:10 They don't see your value 04:37 They can't see the difference 05:58 They were never going to buy 06:59 Don't base it on a sample of one 07:29 Why cutting prices trains the market 08:15 Soup, Bovril and bone broth

Your brand assets probably aren't distinctive. Recorded in the IKEA cafeteria, because the meatballs demanded it. Most B2B businesses have a logo that looks like every other logo and a colour palette that definitely does. That isn't distinctiveness. For an asset to be distinctive it has to be different AND tied back to you. Two separate jobs, and most brands only attempt one of them. Inside this episode: the difference between distinctiveness and differentiation, two tests you can run on your own website this afternoon, why cyber security is drowning in dark blue, and why an asset only earns its value through years of repeated use. Plus the time IKEA launched a product called Great British Bin Juice and a dozen people tagged me instead of them, why familiarity breeds contentment, what a rebrand quietly throws away, and why the words matter more than the visuals. Ends where it should. Recognition makes you choosable, and choosable brands get bought. Chapters: 00:00 Meatballs, IKEA, and the premise 00:26 Why different isn't distinctive 00:55 Distinctiveness vs differentiation 01:30 The logo test and the tagline test 02:00 Why most B2B brands are interchangeable 02:26 Category truths and the dark blue problem 02:53 Assets earn distinctiveness through repetition 04:12 The IKEA Bin Juice proof 05:02 Marketers get bored before customers do 05:30 Familiarity breeds contentment 06:07 What a rebrand throws away 06:52 Words come before visuals 07:29 The commercial point More at https://johnlyons.co.uk

Before you spend on awareness, you have to be choosable. Episode 30 covers why choosability sits above the top of the marketing funnel, what weak choosability actually looks like in a sales process, why buyers are comparing you against inertia and spreadsheets as much as against competitors, and three questions to ask about your own messaging before you spend another penny on visibility.

Episode 29 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why your positioning is making you too cheap for the problem you solve, whilst mishearing Rob not actually insulting me.

Episode 28 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why before you start demanding more leads, you should fix your follow up processes, whilst politely rejecting the offer of a biscuit.

Episode 27 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, how established businesses who still rely on their founders for most of their sales can never scale, whilst enjoying or enduring British springtime.

Episode 26 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, how addressing your potential customer directly and not just wanging on about your brand is a winning strategy.

Episode 25 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why growth hacking is inferior to informed marketing.

Episode 24 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins.This time, my top three marketing predictions for 2026.

Episode 23 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, This time, how diagnosis and strategy are essential to developing an effective brand position.