In this Marketing Over Coffee:

A classic from the archives – A special conversation with Simon Sinek. We talk about his book: Start with Why

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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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