Podcast Summary

Unemployable with Jeff Dudan

Episode #242 (January 13, 2026):
"Customers Don’t Want ‘Best.’ They Want Fast. Customer Service Expert Jay Baer & His Best Advice"

Episode Overview

This episode of “Unemployable with Jeff Dudan” features renowned customer experience and marketing strategist Jay Baer. The conversation explores why speed and responsiveness are now central to winning and retaining customers, the psychology of customer experience, the mechanics of word-of-mouth marketing, and how small businesses can differentiate themselves in a changing world. With humor and wit, Jay draws from his extensive consulting background, sharing real-world stories, talk triggers, and actionable advice for entrepreneurs and franchise owners.

Key Discussion Points & Insights

1. Building a Business Without Digital Advertising

• [01:05] Jeff opens by asking if it’s possible to succeed in business without digital ads.
• Jay’s response:
  • “Advertising is a tax paid by the unremarkable.” — Robert Stevens, Geek Squad founder (quoted by Jay) [01:15]
  • The best companies create experiences that customers talk about, effectively turning them into “volunteer marketers.”
  • Word of mouth, not ads, is the most efficient way to grow.

2. Creating Word-of-Mouth—By Design or by Accident?

• TOMS Shoes as a case study – their “buy one, give one” model is built for conversation from the beginning.
• Personal example: Jay's vivid plaid suits at keynotes became a calling card generating buzz, even though the strategy was added mid-career [03:04].

3. Delivering Value on Stage (and in Business)

• A practical, implementable keynote leads to repeat business.
• Jay: “Funnier than they thought, more practical than they thought… I wouldn’t dream of giving advice if they can’t put it in practice.” [05:06]
• Takeaway: Lasting impact isn’t the event itself but whether people improve their business 6 months later [06:40].

4. The Role—and Risk—of Humor

• Humor works only if it’s rooted in true audience insight.
• Jay: “Don’t start with ‘let’s do something funny.’ Start with an insight that resonates, and if humor fits, use it.” [08:15]
• Example: Progressive’s “becoming your parents” campaign works because the underlying truth is universal [09:08].

5. Customer Experience: It’s About Speed, Not Just Quality

• GEICO example: Easy, hassle-free policy cancellation impressed Jeff, leading to positive word of mouth [12:34].
• Jay: “Isn’t it sad your expectation was that it would be a complete hassle?” [13:01].
• The experience was so remarkable that it got shared on the podcast—proof that customer-centric speed drives growth.

6. The ‘Time to Win’: Speed as a Differentiator

• Jay’s latest book, The Time to Win, is purposely short to align with the value of customers’ time [14:22].
• Customers post-pandemic value time more, expect responsiveness, and judge companies on it.
  • Research: Two-thirds of customers say speed is as important as price [16:34].
  • 51% of customers will hire the first business to respond, regardless of price [19:42].
  • 83% say responsiveness is critical for loyalty [19:42].
• Memorable quote: “Today, we interpret speed as caring, and responsiveness as respect.” [21:00]

7. Speed: Finding the ‘Right Now’

• Too fast can create suspicion (e.g., food arriving too quickly, 90-second enchiladas story) [24:11].
• The sweet spot is “slightly faster than expected” — not too much, not too little — the “Goldilocks zone” [24:11].

8. Stories That Spark Word-of-Mouth (Talk Triggers)

• Businesses need an actual word-of-mouth strategy, not just hope.
• Powerful anecdote (Skip’s Kitchen): Every customer who orders gets to pick a playing card for a chance at a free meal, which becomes the story customers share—“the Joker Restaurant” [27:59].
• Four Pillars of Talk Triggers:
  • Must be remarkable
  • Must be repeatable (available to everyone)
  • Must be reasonable (not too grand/unbelievable)
  • Must be relevant (fit the business context) [35:17]
• Other examples:
  • Mike Diamond Plumbing—“the smell good plumbers” [39:36]
  • Locksmith who performs a free security audit

9. Authority & the Future of Search (AI, LLMs, and Beyond)

• LLMs change how customers find businesses; your website becomes less important, trust signals become crucial [41:52].
• “Atomize your awareness”: Be present in as many places as possible (community sites, guest articles, etc.) [43:50].
• LLMs will break ties based on signals of authority and third-party trust, not just your own claims.

10. The Race to Human Touch in an AI World

• Early AI adoption gives a short-term edge, but soon, empathy and uniquely human gestures will distinguish businesses [45:48].
• Chewy.com story: Sends grieving customers an oil painting of their lost pet and a handwritten note [47:06].
  • “If you want your customers to love you, do something lovable. And that ain’t AI.” — Jay Baer [49:48]
• Teller (of Penn & Teller) quote:
  • “Sometimes magic is just working harder on something than anybody would reasonably expect.” [48:47]

11. Small Business & Social Media Strategy

• Document, don’t direct: Just show what you do (“documentary, not a movie”) [61:38].

Memorable Quotes & Moments

• “Advertising is a tax paid by the unremarkable.”
  — Jay Baer quoting Robert Stevens [01:15]
• “Word of mouth is the most cost effective and efficient way to build any business.” [01:15]
• “We interpret speed as caring, and responsiveness as respect.” [21:00]
• “If it’s this hard to give them money, how hard will it be to actually get what I need out of them eventually?” [23:30]
• “People think great business creates conversation. It doesn’t. Making good on your promise just prevents customers from leaving.” [27:59]
• “There’s a big difference between a bullet point and a story.” [36:08]
• “If you want your customers to love you, do something lovable. And that ain’t AI.” [49:48]
• “Sometimes magic is just working harder on something than anybody would reasonably expect.” — Teller [48:47]

Notable Timestamps for Key Segments

• [01:15] Advertising as a “tax” and word of mouth as lever
• [03:04] How brands add word-of-mouth triggers later
• [05:06] Practical value and humor in keynotes
• [08:15] Humor in small business advertising
• [13:01] GEICO, speed and customer expectations
• [16:34] Most customers value speed equally to price
• [19:42] Half of customers hire the first responder, not the cheapest
• [21:00] Speed = caring; responsiveness = respect
• [24:11] “Right now” — the Goldilocks zone for responsiveness
• [27:59] Skip’s Kitchen, talk trigger story
• [35:17] Creating sticky, compelling word-of-mouth moments
• [41:52] SEO, LLMs, and “trust signals”
• [45:48] AI commoditization; building human moments
• [47:06] Chewy.com story: Send oil paintings to grieving pet owners
• [48:47] Teller’s “working harder” magician quote
• [61:38] Social media tip: Documentary, not movie

Fun & Personal Asides

• Jay’s The Time to Win is intentionally short, so people can read it fast—“why make people spend 7 hours reading about speed?” [14:22]
• Tales of tequila: Jay’s alter-ego as a tequila influencer and founder of The Tequila Report [52:25]
• Recommendations for good value and celebration-worthy tequilas (G4, Tears of Llorona) [58:51]
• Jay’s dream business: a Puerto Vallarta dive bar and taco tour [64:13]
• Best life/business advice:
  • “Some days you’re the pigeon, and some days you’re the statue… don’t get too excited about your wins or too disappointed about your losses.” [64:46]

Actionable Takeaways

• Embed speed and responsiveness into every customer interaction.
• Design talk triggers: small, repeatable, relevant operational touches people can’t resist sharing.
• Don’t undervalue documenting your work (video, social)—boring to you may be amazing to others!
• Authority and trust signals—not a flashy website—will win voice/AI-powered search for service businesses.
• Leverage authentic human care (especially as AI proliferates).
• Stay even-keeled in business: balance the highs and lows for long-term resilience.

Resource Links

• Jay Baer Official Site
• The Time to Win (Book)
• Talk Triggers (Book)
• The Tequila Report

For entrepreneurs and business owners, this episode is a masterclass in competing through customer experience, speed, and talk-worthy operational choices—a must-listen (or read) for standing out in a crowded, fast-changing world.