In this Marketing Over Coffee:
A classic from the archives – A special conversation with Simon Sinek. We talk about his book: Start with Why
Show length 27:28
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00:40 The book is more about leadership than business
02:29 Having PR lead with a YouTube Video
03:28 Using the “Why” to drive your copywriting home
04:48 How it works for Apple vs. Dell
07:08 The Golden Circle
08:50 Why people go with their gut
10:10 Return to “Manipulating Your Perceptions” – Manipulation vs. Inspiration
12:15 Why most innovation is really just manipulation
13:38 The Discipline of How, Consistency of What, and why you can’t get more authentic
15:25 The Celery Test – Choosing the tactics that will allow you to scale
18:22 The danger of The Split
20:30 Long Before Crossing the Chasm – Everett Rodgers’ Diffusion of Innovation
23:20 Ben’s story and why you shouldn’t waste time watching the competition, use this link to get your own copy of Start with Why.
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