UNIGNORABLE 👀 Chris Walker

FYI: You just read an issue of my new newsletter, UNIGNORABLE. Don't worry.
You'll still get Why We Buy too. (If you don’t want to receive this, unsubscribe here)

I find it absolutely fascinating that companies never challenge how we're going to be effective at driving revenue until things are going wrong.

Chris Walker

If you aren’t challenging the status quo, you’re missing a powerful opportunity: naming the problem your audience cares deeply about and positioning yourself as the solution.

Chris Walker went from having three freelance customers to growing a company to $21M in three years.

BEFORE

From posting dog pics on IG

AFTER

To speaking about modern demand gen

How'd he do it? By putting a name to a problem that B2B marketers felt… but couldn't explain.

While other marketing agencies promoted fancy attribution software, Chris promoted an entirely different narrative: attribution-based software is missing where most customers are coming from.

He gave this invisible problem a name: "The Measurement Gap." And he called all those untrackable conversations where B2B buying *actually* happens—like podcast mentions, online communities, LinkedIn comments, DMs, and word-of-mouth recommendations—"Dark Social.”

Suddenly, every B2B marketer who'd been scratching their head over reports that didn't match reality had words for their frustration—and a crystal clear solution.

Podcast in the top 1% most shared globally

Featured in Forbes

Refine Labs was acquired in just 6 years

THE PSYCHOLOGY

Once a problem has a name, people can finally have power over it.

Behavioral scientists call this the Rumpelstiltskin Effect.

HERE'S EXACTLY HOW CHRIS WALKER DOES IT:

01/ Step 1: Show your idea is more than theory—it’s validated

Chris ran a 12-month study at his company Refine Labs, tracking 620 customers and $21.5M in sales to show that attribution software is essentially lying to you. Revealing a hidden truth that’s supported by data is what makes people stop what they’re doing and start listening without hesitation.

02/ Step 2: Make the problem memorable with a sticky name

Chris didn't use a vague, forgettable term like "attribution inconsistencies" or "tracking limitations”—he used "The Measurement Gap." When you choose a name that’s clear rather than clever, it’s easily understood and way more shareable.

03/ Step 3: Offer a dead-simple solution

To fix the problem, Chris recommended adding one basic question to your forms: "How did you hear about us?" When the solution is this straightforward, it’s a no-brainer for people to implement and reap the benefits.

THE RESULT

Chris now has over 160,000 LinkedIn followers who will always see him as the “Father of Modern Demand Gen.”

YOUR MOVE THIS WEEK

Identify one headache-inducing problem your audience is struggling with that no one has been able to clearly put into words. Then write a social post or email detailing the problem and why it really exists. (Bonus points if you brainstorm a special name for it.)

Until next time,

With ❤️ from Katelyn

—
PS: How it feels when I find a client’s truly ownable idea >

Next week:

How April Dunford targeted b2b tech companies but attracted a different audience she never imagined. Don't wanna miss it? Subscribe to Unignorable now (and unlock your free LinkedIn profile audit guide!) >

You received this email because you subscribed or bought one of our products. Unsubscribe | Update your profile | View this email on your browser | 45 Melrose Ave, Halifax, NS B3N2E5

Why We Buy 🧠

UNIGNORABLE 👀 Chris Walker

BEFORE

AFTER

Next week:

AnotherZero 🧠 Why We Buy

Serial Position Effect 🧠 Why We Buy

Commitment Bias 🧠 Why We Buy