Definition
Psychographics
Customer attitudes, values and lifestyle data used alongside demographics.
From the episode “Padel, Pilates and Plunges: How James Hurlock Is Scaling a $20M Multi-Brand Fitness Franchise”Hear it on the podcast1 episode
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Related terms in Growth, Sales & Marketing
Pitch SlapShowing up in someone's DMs with a sales pitch before any relationship exists. A reliable way to get ignored, muted, or marked as spam.PLG (product-led growth)A go-to-market motion where the product itself drives acquisition, conversion, and expansion with minimal sales touch.POSPoint of Sale; the in-store transaction system.Post-purchase surveyThe "how did you hear about us" question at checkout. Matt's early warning system for the AI attribution shift.Push to PublishThe practice of using AI to generate and syndicate mass content for the purpose of influencing LLMs. Widely considered a black-hat approach with long-term delisting risks as AI systems get smarter at detecting low-quality sources.QR codeA scannable code that links a printed page to digital content, here the storyteller’s voice recording.Reactivation CampaignAn outbound AI voice campaign targeting leads who previously expressed interest but never converted, using personalized CRM context to restart the conversation.Relationship graphThe web of who knows whom and how well, the layer The Swarm sells.