Louis Grenier has run a podcast called Everyone Hates Marketers for 8 years. He's not here to be nice about it. In this episode, Lou breaks down why product marketing only exists because B2B tech forgot what customers actually want — and why your positioning project is probably being run by the wrong person. We cover customer research frameworks, the CEO buy-in problem no one talks about, and the Irish convenience store that is a crime against positioning. Hit play before your next messaging doc meeting. You'll thank us.

More from this episode

• Product marketing only exists because B2B tech companies got so far from their customers they had to invent a role to translate what the product actually does.

• Why the most powerful thing a consultant can offer is not being inside the company.

• Lou's actual Hotjar failure — why the CMO wasn't enough to make repositioning work.

• The six things you need to know from customers before you can touch a positioning doc.

• Why calling something a "marketing initiative" is the fastest way to kill CEO buy-in.

• "Sniff the same glue" — Lou's surprisingly accurate description of organizational alignment.

• The 3-meter Irish storefront that is simultaneously a convenience store, Indian takeaway, off-license, and Red Bull dealer. One shop. Three meters. Zero positioning.

• Why community is just a word companies use when they want a place to sell at people without being obvious about it.

• Lou's hot take on co-founders: "Good luck to whoever wants to take that role with me."

• The one customer research mistake that guarantees useless data: talking to the wrong people at the wrong time.
  

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