Biani: Sprig Prioritizes Brand and Customer Love Over Pure ROI Calculations
Gagan Biani · #1001 The 1,000 interview celebration · Apr 9, 2014 · at 58:20
Gagan Biani, co-founder of Udemy and Sprig, explains how his marketing philosophy evolved after consulting at Lyft to focus on brand building in local networks.
0:00 / 0:33exact quote · 33.1s
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“One of the things about, like, local marketing is you have this incredibly tight-knit network of potential customers. I mean, Lyft customers see each other every day, and Sprig customers see each other every day, and they eat dinner together, and that's a huge marketing opportunity, and so what we've done at Sprig is focus on brand, and focus on building value, and delivering that to the customers so that they love us, and every Additional thing that we do is actually driven by how much our customers will love us more than it is by, like, how much money it costs to do x thing and how much return we're going to get off of it.”
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