Why Recurring Revenue Starts with Real Pain

Episode 84

Recurring Value, Not Just Revenue: How to Build Products People Actually Need

 

About the Host: 

Jamie Shanks, Founder and CEO of Get Levrg and Pipeline Signals, is a leader in offshoring, sales enablement, and business growth. He founded Sales for Life, training 250,000+ professionals globally for companies like Microsoft and Oracle. Jamie specializes in scaling profit growth through strategic offshoring and account-based intelligence. A sought-after thought leader, he empowers businesses with actionable insights to streamline operations and drive sustainable success in competitive markets.

 

About the Guest:

Nilufer Erdebil is the CEO of Spring2 Innovation, a strategic consulting firm helping organizations drive innovation with clarity and purpose. With a background in software development and over a decade of experience across public and private sectors, she bridges the gap between technology and human behavior. Nilufer champions the people side of digital transformation and guides teams through her proprietary Deeper Clarity Method—a framework to align leadership, empathize with customers, and build solutions that deliver real, lasting value.

 

Guest Info: 

Name: Nilufer Erdebil 

Designation: CEO 

Organization: Spring2 Innovation 

LinkedIn: https://ca.linkedin.com/in/erdebil

 

Episode Summary: 

In this impactful episode of Outsource to Profits, Jamie Shanks speaks with Nilufer Erdebil, CEO of Spring2 Innovation, to explore the essential difference between building features and delivering true, recurring value. Drawing on her background in R&D, software, and human-centered design, Nilufer explains why many teams unknowingly build “vitamin” products—nice-to-haves—when they should be focused on “painkillers” that solve urgent, monetizable problems. Through real-world stories, client pivots, and her proprietary Deeper Clarity Method, Nilufer shares how to uncover what customers truly need—even when they don’t say it directly. For founders and product leaders struggling with misaligned offerings or stalled growth, this episode is a clear path back to what matters: value, relevance, and scalable innovation.

Key Takeaways:

1. Recurring revenue only thrives when you're delivering recurring, meaningful value.
2. Painkiller products solve urgent problems—vitamin products usually don't sell.
3. Empathy and deep customer insight are the foundation of innovation.
4. Founders must prioritize customer needs over personal preferences.
5. Understanding your customer’s customer reveals hidden risks and opportunities.
6. Innovation is not about features—it’s about solving real pain.
7. Product-market fit requires continuous validation, not assumptions.
8. Scalable success comes from mindset shifts, not just better tools.
9. Future-proof products blend technology with human behavior.
10. The Deeper Clarity Method helps teams align, empathize, and build what truly matters.

#ProductMarketFit #InnovationStrategy #CustomerCentric #RecurringRevenue #BusinessGrowth #DigitalTransformation #LeadershipAlignment