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Christoph Dahn Show Notes As a cofounder, brand strategist and sustainable business specialist at Greenblut Christoph Dahn helps GOOD green, sustainable, and ethical brands, companies and services to succeed with Digital Marketing and E Commerce. Christoph loves to travel and to speak with people he can learn from. And that’s why he runs the Podcast Greenblut FM. He’s roots are in the fashion business where he started his business life 30 years ago. In 2005 after a career with conventional brands like Calvin Klein and others, he decided to dedicate his work life on helping Green, Fair and Ethical companies succeed. Christoph has created and run 5 different businesses, some more successful than others, and believes that he has learned just as much—if not more—from the failures than the successes. And he just loves to help GOOD companies to grow through the web. Most passionate about  I work in Greenblut, a marketing agency that helps green, sustainable companies to succeed through digital tactics and strategies. I believe that the world needs more green and more sustainable brands. That‘s my passion and where I want to put my work in. We want to reach more green brands to make a difference in the world and help their producers and customers to be more successful. The company I started my work life in the 90’s, doing marketing for conventional brands in the fashion business. After a few years, I had some crisis and started to think about what I want to do. And I realized that nothing would happen if any of these conventional brands disappeared. So, like Mahatma Gandhi’s famous quote — ‘Be the change that you wish to see in the world’, I decided to dedicate my work life to helping green, fair and ethical companies succeed through the web. GREENBLUT started at the end of 2012 and the beginning of 2013, together with my wife Suzanna. We found there is a problem with green brands. In the studies, 90% percent of all consumers are keen to buy ethical and fair products, but there is a blind spot because when it came to real consuming, many consumers chose conventional products. That’s the place where we want to help; our services are all around this blind spot and these issues. Christoph’s best advice about approaching the customer If you put it down to one advice: Find a real customer problem! If you speak to a real customer problem, the customer will listen, even in this crowded world. But it easier said than done because what many companies hit is the “curse of knowledge”, which happens when the company assumes that the customers know the things that they do, and this cognitive bias causes brands to believes that customers understand them a lot better than they really do. Biggest failure with a customer There are many failures. Most of the time, the failures are the seeds for the successes. Our goal as a company is to make a difference, to influence many people, and …make a difference in the world. When we started, one of the issues we had was that our services weren’t accessible to the smaller brands that were in the early stages of their company life cycle. In the first two years, we had so many green brands that wanted us to help with eCommerce, but most of them could not afford our fees and we were only able to work with three or five projects per year because time is so precious so we failed because we couldn’t work with the ones who needed our help the most. We managed to solve it by identifying the opportunity of online courses. I like these courses, but at the end you always get stuck because you don’t know how actually it relates to your company. So, we started to work with groups of twelve green brands on an interactive video course, and at the end we added one on one consulting with each company for one or two hours a month, so the customers were well prepared. When they needed our services, the work was much more effective and we could lower our prices...