TURNING IDEAS INTO MARKET-LEADING GROWTH, A MASTERCLASS WITH JEFF HOFFMAN

Jeff Hoffman, Chairman of the Global Entrepreneurship Network, shares key insights on scaling innovation and turning ideas into market-leading growth. He stresses the importance of brand over marketing, highlighting that brand is exponential while marketing is linear. According to Jeff, the best brands answer a question that a customer is actively asking. He also introduces the concept of a 'brand asset,' the single most distinguishing and memorable reason why customers choose a product. The discussion emphasizes narrowcasting over broadcasting, focusing on acquiring fewer but highly satisfied customers. Jeff advocates for finding 'second slide' customers, those who immediately recognize the value proposition. Finally, he highlights the importance of understanding customers by spending time with them in their environment, without revealing his role as CEO.