In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
All content for The Dr. Claude Kershner Show is the property of Character & Process Before Talent and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
The Hustle Framework: How to Build When You Have Limited Resources
The Dr. Claude Kershner Show
18 minutes 55 seconds
6 months ago
The Hustle Framework: How to Build When You Have Limited Resources
What if your lack of resources isn’t your greatest weakness—but your greatest opportunity?
In this inspiring and practical talk, Dr. Claude B. Kershner IV introduces The Hustle Framework—a mindset designed for anyone building a future under pressure. Whether you're a student, entrepreneur, or career starter with big dreams and a tight budget, this talk gives you the tools to move forward with grit, creativity, and confidence.
Co-developed by Dr. Michael H. Morris, Dr. Donald F. Kuratko, and Dr. Jeffrey G. Cornwall, The Hustle Framework is rooted in years of entrepreneurship research and practical application. It equips individuals to thrive in turbulent environments by embracing urgency, improvisation, guerrilla tactics, bootstrapping, and resource leveraging.
Drawn from real-world experiences—teaching inside prisons, launching businesses from scratch, and leading teams through uncertainty—Dr. Kershner brings the framework to life with personal stories, tactical insight, and a challenge to reimagine what's possible when you start with very little.
💡 In this video, you’ll learn:
How to think and act like a resourceful entrepreneur
Why guerrilla tactics can outsmart big-budget strategies
How to leverage what you don’t own and build fast
What it means to bootstrap with boldness and integrity
Why your story, your network, and your energy are power
From the wisdom of incarcerated college students to lessons from the frontline of small business, this is a powerful message of perseverance, creativity, and possibility.
💥 For students, entrepreneurs, jobseekers, and everyday hustlers
📌 If you're ready to build something out of nothing, this is for you.
👇 Share your hustle story in the comments
🔔 Subscribe for more content on leadership, purpose, and growth
The Dr. Claude Kershner Show
In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
