Welcome to Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things business, marketing and marketing adjacent. Whilst wearing a hat and sat in front of some bins.
Bin Juice Episode 32. Why Do Customers Think You're Expensive?
When salespeople start saying ”we’re too expensive”, the knee-jerk reaction is to cut prices or strip back the product. In Episode 32, John argues you need to diagnose the objection first, because there are five very different reasons it comes up: you might genuinely be priced above what the market will bear, you might be talking to the wrong customer, they might not see your value, they might not see any difference between you and the cheaper option, or they might never have been in market at all. Each needs a different fix, from value-based framing to proper positioning to simply qualifying people out. Cutting your price is the one move that’s very hard to undo, because once you’ve trained the market to judge you on cost, you’re stuck there.
28 Sept 2026
Bin Juice Episode 31. Your Brand Assets Probably Aren't Distinctive
Your brand assets probably aren't distinctive.
Recorded in the IKEA cafeteria, because the meatballs demanded it.
Most B2B businesses have a logo that looks like every other logo and a colour palette that definitely does. That isn't distinctiveness. For an asset to be distinctive it has to be different AND tied back to you. Two separate jobs, and most brands only attempt one of them.
Inside this episode: the difference between distinctiveness and differentiation, two tests you can run on your own website this afternoon, why cyber security is drowning in dark blue, and why an asset only earns its value through years of repeated use.
Plus the time IKEA launched a product called Great British Bin Juice and a dozen people tagged me instead of them, why familiarity breeds contentment, what a rebrand quietly throws away, and why the words matter more than the visuals.
Ends where it should. Recognition makes you choosable, and choosable brands get bought.
Chapters:00:00 Meatballs, IKEA, and the premise00:26 Why different isn't distinctive00:55 Distinctiveness vs differentiation01:30 The logo test and the tagline test02:00 Why most B2B brands are interchangeable02:26 Category truths and the dark blue problem02:53 Assets earn distinctiveness through repetition04:12 The IKEA Bin Juice proof05:02 Marketers get bored before customers do05:30 Familiarity breeds contentment06:07 What a rebrand throws away06:52 Words come before visuals07:29 The commercial point
More at https://johnlyons.co.uk
27 Aug 2026
Bin Juice Episode 30. Before You Create Demand, You Have to be Choosable.
Before you spend on awareness, you have to be choosable. Episode 30 covers why choosability sits above the top of the marketing funnel, what weak choosability actually looks like in a sales process, why buyers are comparing you against inertia and spreadsheets as much as against competitors, and three questions to ask about your own messaging before you spend another penny on visibility.
20 Aug 2026
Bin Juice Episode 29. You’re Too Cheap For The Problem You Solve.
Episode 29 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why your positioning is making you too cheap for the problem you solve, whilst mishearing Rob not actually insulting me.
25 May 2026
Bin Juice Episode 28. You Don't Need More Leads, You Need to Be Less Shit With Your Follow-up.
Episode 28 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why before you start demanding more leads, you should fix your follow up processes, whilst politely rejecting the offer of a biscuit.
16 Apr 2026
Bin Juice Episode 27, If Your Founder is Still Your Main Sales Engine, You Have a Growth Risk.
Episode 27 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, how established businesses who still rely on their founders for most of their sales can never scale, whilst enjoying or enduring British springtime.
19 Mar 2026
Bin Juice episode 26, Speak To Your Customers, Not At Them
Episode 26 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, how addressing your potential customer directly and not just wanging on about your brand is a winning strategy.
24 Feb 2026
Bin Juice episode 25, You Don't Have to Hack if You Know What You're Doing
Episode 25 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent. Wearing a hat and sat in front of the bins. This time, why growth hacking is inferior to informed marketing.
15 Jan 2026
Bin Juice episode 24, My Marketing Predictions for 2026
John Lyons shares his top three marketing predictions for 2026, offering insights into the future of the industry.
14 Nov 2025
Bin Juice episode 23, If Your Brand is for Everybody, Your Brand is for Nobody
John Lyons discusses how diagnosis and strategy are essential for brands to develop an effective and unique position in the market.
3 Oct 2025
Bin Juice episode 22, The Metrics That Matter for SMEs
John Lyons discusses the crucial metrics that small and medium-sized enterprises should monitor to effectively gauge their marketing performance.
12 Aug 2025
Bin Juice episode 21, Why Businesses That Don't Do Marketing Definitely Do Marketing
John Lyons explores how businesses that avoid marketing are still marketing, focusing on distinctive brand assets while shouting at a fox.
18 Jul 2025
Bin Juice episode 20, Stop Being Of Your Category & Stand Out From It.
John Lyons discusses the importance of developing distinctive brand assets to differentiate yourself in the marketplace and stand out from competitors.
14 May 2025
Bin Juice episode 16, AI AI AI bloody AI more bloody AI
Episode 16 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent.Wearing a hat and sat in front of the bins.
This time, it's here, it's there, it's every bloody where, AI AI AI bloody AI more bloody AI
14 May 2025
Bin Juice episode 18, It's Probably Not Your Logo
Episode 18 of Bin Juice, the series where I share my thoughts, practical tips and occasional rants on all things marketing and marketing adjacent.Wearing a hat and sat in front of the bins.This time I will mostly be talking about why your brand isn't performing and how it probably isn't your logo and cracking myself up with a 💩 joke.
10 Apr 2025
Bin Juice episode 17, The Loyalty Secret Nobody Wants to Talk About
With 10 years running a promotions and loyalty agency working on some of the biggest programmes globally, and a stint at The LEGO Group leading on the loyalty proposition for their award winning programme, I know a thing or two about loyalty. But the secret I'm going to share isn't the one usually talked about. Strap in.
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