Getting Clear on Who You Are and How You Serve

Last Updated July 6th, 2021


Apple Podcasts | Spotify | Google Podcasts | Stitcher


When you communicate who you are — your core beliefs — to the customer, do you get head nods, indifference, or hostility? All three are perfectly fine responses, actually. If they’re nodding, they probably share your beliefs. If they’re indifferent or hostile, they should be politely escorted out of the sales funnel.

Shared belief sets in motion a set of irrational buying forces that are nearly impossible for a competitor to mimic. The shared identity and emotional resonance are so strong that even when sales, product, or operations people miss the mark for the customer, they keep buying because they believe in the brand.

Today’s guest, Anthony Coundouris, is back on the podcast to discuss the less tangible but essential quadrantss three and four from his four-part framework to run frictionless: Q3 Who We Are and Q3 How We Serve.

Anthony is the Founder of run_frictionless, where he and his team design and build sales systems for high-growth companies. He’s also the author of run_frictionless, which delves into the quadrants and how they shape go-to-market strategy and customer experience (CX). Definitely check out his book to learn more about the irrational buying forces that underlie CX.

In this converesation, you’ll hear …

Why sharing beliefs should be at the beginning of every PowerPoint
How to evaluate the three types of response to who you are
What happens to revenue when you fit the quadrants together
What vanity values are
How to start conversations with less friction



Establishing Core Principles for Yourself and Your Team

Hear Episode 146 and any/every other conversation of The Customer Experience Podcast in your preferred podcast player …

While you’re there, please give an extra click to rate the show (or even take a minute to leave a review) – it’s very helpful!


We also embed the full conversation and make it searchable right here in these blog posts. The recording with Anthony Coundouris is right here …

Apple Podcasts | Spotify | Google Podcasts | Stitcher





Sign up for a monthly email with CX insights and highlights

By entering your email, you are agreeing to receive occasional BombBomb news and communication. We will never sell or distribute your email address to any third party. You can manage your communication preferences here.

View our Privacy Policy.



Video Highlights: Getting Clear on Who You Are and How You Serve

Check out the top five video highlights from the discussion with Anthony Coundouris, Founder of run_frictionless…


1. Customer Experience Is…



2. Going Beyond Product-Market Fit



3. Shared Beliefs and Irrational Buying Forces



4. Sales As A Battle of Belief, Not of Product



5. The Benefits of Video Messages – and When to Send Them



Similar Episodes You’ll Enjoy:



Subscribe, Listen, Rate, and Review The Customer Experience Podcast:





Ethan Beute

Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

Awesome content in your inbox.