Nobody likes to be sold to. (Not even sellers, if they’re honest.) Instead of being a sale, customers want a specific solution that originates from their current mindset.   In this episode, I interview Kristin Zhivago, Founder and President at Zhivago Partners, about mindset-driven marketing, otherwise known as selling the way that customers actually want to buy.    Kristin talked with me about:   - How COVID-19 inspired Kristin to formulate mindset-driven marketing   - Why so many companies don’t deliver on their promises   - Customer interviews & mindset immersion   - Selling successfully when nobody likes being sold to   Check out these resources we mentioned during the podcast:   - Kristin’s book is Roadmap to Revenue   - Learn about mindset-driven-marketing: introduction, example, how to sell   Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.