Articles by Julie Supan
Julie Supan is a highly successful business and marketing executive with over 25 years of experience in creating unique and defensible market positions, building brands, leading customer research, executing defining go-to-market launches, and setting up teams for success. She works with a select few technology companies per year, helping to effectively position and differentiate their products and services in highly competitive and new markets, while developing go-to-market strategies and leading teams to success. Julie is a consultant to leading VC firms and a highly-rated Guest Lecturer at Stanford Graduate School of Business. Some of her notable clients include Airbnb, Discord, Dropbox, Thumbtack, and YouTube. Her work at YouTube led to her being named Advertising Age 2006 "Entertainment Marketer of the Year" and BrandWeek 2006 "Marketer of the Year."
What I Learned From Developing Branding for Airbnb, Dropbox and ThumbtackJulie covers: • Position with precision across 5 questions • Define your ideal customer by looking high-expectation customer (HXP): a customer who is very discerning • Why high expectation customers are not necessarily early adopters • How to find high expectation customers • Consider whether customers come to you with a fixed mindset or a growth mindset • Make your high expectation customer a regular, familiar presence in the office • Incorporate your high expectation customer into the DNA of your company—your strategy, product roadmap, operations and marketing • Check in on whether the description of your high expectation customer is accurate every 2 to 3 years