Most founders can describe their customer. Age, income, job title, maybe a lifestyle detail. What they can't describe is why that person buys, what they almost bought instead, or what finally tipped them over. That gap is where growth lives, and most companies never go looking.
Bryan Alston has spent 15 years finding the customers and growth opportunities brands overlook, driving breakthrough growth for consumer brands including Magic Spoon, Our Place, Clove Shoes, Best Day Brewing, and Greater Than. At Greater Than, that approach uncovered breastfeeding mothers as an unexpected customer for a CrossFit-focused sports drink, helping pioneer a new category worth $10M+ annually.
Now, as founder and CEO of MOST, Bryan is turning that methodology into technology designed to systematically discover overlooked customers and new paths to growth.
EPISODE OUTLINE
- The illusion of knowing your customer: why demographic data feels like insight and isn't
- The invisible buyer: how to spot customers who are already there but off your radar
- Greater Than case study: from sports hydration to a category for breastfeeding mothers
- The triggers you're missing: what actually drives a purchase, versus what you assume
- Building a discovery process: the practical method for testing adjacent customer groups
- What changes when you find the real customer: repositioning, messaging, category
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Andy Walsh 2x exited founder and host of Startups Decoded (Top 2% globally). Andy helps founders sharpen judgment and integrate brand, product, and growth into a clear path to scale.
Bryan Alston spent fifteen years finding the customers other brands ignore, working with Magic Spoon, Our Place, Clove, Best Day Brewing, and Greater Than. He built that process into software with his company, Most, helping consumer brands turn overlooked segments into profitable growth.
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Music Credit "Neptuno" – Phondupe (Album: Onykia) https://phondupe.bandcamp.com/album/air-conditioning-vol-2
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