Know Your Buyer or Sell Expensive Fruit Juice — Karen Green Pt. 1

2026-09-30 · 5 min · episode 400 · 15 entities

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concepts 11

mentioned Society & Culture concept

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mentioned Arts concept

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mentioned food concept

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Know Your Buyer or Sell Expensive Fruit Juice — Karen Green Pt. 1
discusses Society & Culture concept

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Feed category: Society & Culture
discusses Arts concept

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evidence rules-v5
Feed category: Arts
discusses food concept

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Feed category: Food
discusses Leisure concept

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discusses Places & Travel concept

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hosted by Forrest Kelly person

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mentioned Hobbies website

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discusses Hobbies website

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Episode description as stored

Karen Green has sat on both sides of the buying desk. She started as a retail buyer at Tesco, moved to Boots buying vitamins and supplements, then crossed the table to sell food and drink herself — before a move to the south of France inspired her to pour all of that knowledge into a consultancy and a book. The book is called Buyerology , and the name arrived, as the best ideas do, unexpectedly: on a bus in Reading, when a furniture store called Sofology rolled past the window and lit the spark. In part one of our conversation, Karen breaks down the nuts and bolts of studying the buyer — why understanding how someone buys is the difference between a clear selling message and fumbling around in the dark, and why mass marketing is a losing game for everyone who isn't Coca-Cola or Pepsi. Then she names the mistake she sees constantly, including in wine: founders who build products for themselves and call it a target market, and winemakers who perfect the grape without ever asking who's going to buy the bottle. Her test is disarmingly simple. When a client describes their ideal customer and it sounds suspiciously like the person talking, she tells them exactly what she's thinking: "So that's you." The full pour, no fluff. @thebestwinepod Discover More from The Best 5 Minute Podcast Network: Wine Podcast Music Podcast Travel Podcast Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.