The Cognitive Marketer

Gee Ranasinha
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A B2B Marketing podcast about how business strategy, marketing, and behavioral science thinking intersect, to deliver a resonant and sustainable commercial outcome for startups and small businesses. Host Gee Ranasinha, CEO of marketing agency and behavioral science practice KEXINO, shares fresh perspectives on what makes customers tick, why certain messages work, and how to build marketing that actually moves the needle. This isn't about tactics, trends, or "the next shiny thing." It's about understanding underlying psychological buying triggers to create more effective business results.

  1. 8 THG 3

    Our main competitor is buyer inaction

    Most lost sales don't go to the competition. They die because the buyer decided living with the problem is easier than solving it. A buyer who's been tolerating a problem for months or years has already built workarounds, adjusted expectations, and normalized the cost. That 'pain tolerance' is our actual competition - the status quo. No amount of us promising rainbows and unicorns will overcome that inertia if the pain of staying feels less than changing things. We keep assuming the prospect already knows how much the problem is costing them, but there's often unaware because the cost accumulates in places they're not tracking. We're trying to sell a cure to someone who's forgotten they're sick. We think being positive and aspirational is what motivates buyers. And in certain contexts it does - but only once they've already committed to solving the problem. But before that commitment exists, outcome-selling is just noise. The Cognitive Marketer The premier B2B Marketing Podcast brought to you by KEXINO - https://kexino.com/ Find out more about us at these places: LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    7 phút

  2. 1 THG 3

    We're trying to sell to a buyer that no longer exists

    We've spent the last decade obsessing over what we sell, while ignoring how people actually buy from us. When revenue numbers disappoint, our de facto reaction is to blame plausible external factors. We reach for these explanations because they don't require us to look at our own contribution to the current situation, which should probably tell us something. The underlying logic of how we actually engage buyers probably hasn't been seriously pressure-tested in at least a decade. The Cognitive Marketer The premier B2B Marketing Podcast brought to you by KEXINO - https://kexino.com/ Find out more about us at these places: LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    6 phút

  3. 22 THG 2

    Which page is your homepage? All of them.

    Which page is your homepage? When someone types a query into Google, or into AI, the algorithm goes looking for whichever page most closely matches what that person's looking for. It could be a blog article on our site written 3 years ago. Something so old and located so deep that we’ve probably forgotten it was still there. But the visitor lands there directly, with no preamble, and we have no say in it. This has been true for as long as there’s been search, and most businesses still  haven’t really factored this into their information architecture maps, sitemaps, UX, or content strategy. In effect our homepage isn’t (just) the homepage. EVERY page is the homepage. The Cognitive Marketer A B2B Marketing Podcast brought to you by KEXINO - https://kexino.com/ Find out more about us at these places: LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    11 phút

  4. 15 THG 2

    Your business has an immune system that's killing great ideas

    Many businesses have an "immune system" that treats new ideas in a similar way to how our bodies deal with a virus. Something gets proposed, but before anyone gets a chance to evaluate whether it'll work, the organizational antibodies kick in. Within these kinds of businesses ideas don't get killed, as much as studied and pulled apart until there's nothing left. The cultural response to an idea within an organization often matters more than the idea itself. We keep looking for better ideas when we might have a better-ideas problem, but most of us will never know which one we have. The Cognitive Marketer Brought to you by KEXINO - https://kexino.com/ LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    9 phút

  5. 8 THG 2

    Innovation Cosplay: When "new" isn't really new at all

    Most of the time, what gets marketed as "breakthrough innovation" isn't anything of the sort. Strip away the glossy packaging and press release verbiage, you're left with marginal improvements to a product that already exists. It's what I call "Innovation Cosplay". The human memory doesn't work by cataloging marginal differences between similar options. The mind remembers things by noticing breaks in a particular pattern. When we make our offering slightly better than competitors in predictable ways, we're making it harder for buyers to remember us, not easier. We want to be the ‘different’ that repels the wrong buyers, and appeals to right ones. If our product doesn't force buyers to think differently about what they're solving, we’re competing on everyone else's terms. The Cognitive Marketer Brought to you by KEXINO - https://kexino.com/ LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    9 phút

  6. 1 THG 2

    Every buyer interaction either confirms or contradicts what we claim about ourselves.

    Whether accidentally or deliberately, we're training buyers to distrust us. Then we wonder why our conversion rates are tanking. Organizations build entire departments around managing customer perception, while continuing to ignore the actual experience. The gap between what we claim and how we actually behave is where trust goes to die. Someone can have the sharpest value proposition ever written, but if the experience of trying to buy from them introduces unnecessary obstacles or confusion, none of that matters. The Cognitive Marketer Brought to you by KEXINO - https://kexino.com/ LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    9 phút

  7. 25 THG 1

    Nobody buys boring

    Far too many businesses insist on leading with the same BS checklist: better features, lower prices, free trials. It's as though they think buyers carefully weigh-up the pros and cons of every product in the category, before making a deliberate, labored, conscious buying decision. But that isn't what happens. It isn't even close to what happens. People buy stories. Specifically, they buy stories about who they become after the purchase. Our product may solve a problem, but it's our story that solves the identity crisis. Customers aren't waiting for better features. They're waiting for a better version of themselves. The Cognitive Marketer Brought to you by KEXINO - https://kexino.com/ LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    2 phút

  8. 18 THG 1

    Trying to be everything to everyone, means ending up as nothing to anyone

    We’re too full of our own ego. We’re talking about ourselves, when the buyer is trying to solve something that has nothing to do with us yet. Most times, the answer to the buyer's specific problem actually exists. But it gets buried under corporate speak and generic positioning because of a fear that getting too specific narrows the market. Everyone is saying the same thing because everyone is afraid of saying something that might turn someone away. The Cognitive Marketer Brought to you by KEXINO - https://kexino.com/ LinkedIn: https://www.linkedin.com/company/kexino Instagram: https://instagram.com/wearekexino YouTube: https://www.youtube.com/c/Kexino Threads: https://www.threads.net/@wearekexino BlueSky: https://bsky.app/profile/kexino.com Gee Ranasinha public speaking website: https://gee-speaks.com

    8 phút
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Giới Thiệu

A B2B Marketing podcast about how business strategy, marketing, and behavioral science thinking intersect, to deliver a resonant and sustainable commercial outcome for startups and small businesses. Host Gee Ranasinha, CEO of marketing agency and behavioral science practice KEXINO, shares fresh perspectives on what makes customers tick, why certain messages work, and how to build marketing that actually moves the needle. This isn't about tactics, trends, or "the next shiny thing." It's about understanding underlying psychological buying triggers to create more effective business results.

Thông Tin

  • Nhà sáng tạo
    Gee Ranasinha
  • Năm hoạt động
    2025 - 2026
  • Tập
    42
  • Xếp hạng
    Sạch
  • Bản quyền
    © Gee Ranasinha
  • Trang web chương trình
    The Cognitive Marketer