Episode 61: Stay Ahead of Change or Become Obsolete with Dr. Nadya Zhexembayeva in Attract Your Ideal Customers Podcast by Marcus Schaller

Reinventing on the Upswing

In this sharp and honest conversation, Dr. Nadya Zhexembayeva shares how her business evolved from crisis consulting into a global education platform—and why most founders are wrong about who their customer really is. You’ll learn how the Reinvention Academy pivoted from B2B to B2C, and why corporate clients often say they want transformation but aren’t ready to buy it. Nadya explains her rule for testing new offers (sell before you build), how to validate demand, and why timing—not genius—is the secret to reinvention that sticks.

What You’ll Learn

You’ll learn why “they asked for it” doesn’t mean “they’ll buy it”—and how to reinvent your business model based on real behavior, not guesses. Dr. Nadya breaks down why companies get crushed by outdated tools built for a low-volatility world, and how to rebuild for constant disruption. You’ll discover how to test product-market fit through micro-experiments, shift from guessing to hypothesis-driven launches, and why reinvention must become a continuous process—not a one-time fix.

Who This Is For

• Founders and entrepreneurs navigating product-market pivots
• Marketing leaders in small but scaling teams
• Coaches, consultants, and course creators struggling to sell transformation
• B2B leaders who want to package expertise into scalable formats
• Anyone building in a volatile, fast-changing market

3 Key Takeaways from This Episode

1. "They asked" is not the same as "they’ll buy"

Even corporate clients who beg for solutions may not convert—especially if education requires long-term investment. Learn why behavior beats feedback when testing a new offer.

2. Always test demand before you build

Dr. Nadya shares how she validates every new offer with early-bird sales pages, minimum sales thresholds, and refunds if the market isn’t ready—saving time, money, and energy.

3. Reinvention must be a routine, not a rescue

Waiting for decline means it's already too late. Reinvention must happen on the upswing, when teams still have capital, energy, and buy-in to make bold moves.

Resources Mentioned

• Reinvention Academy: www.learn2reinvent.com
• Chief Reinvention Officer Handbook (with tear-out business model cards)
• Lean Startup, Testing Business Ideas, and The Mom Test (books on testing offers)