People don’t buy what you do. They buy why you do it.
Start from the inside out - why, how, what
Find what you are inspired and empowered by.
It’s not about the company. It’s about the customers.
Position products to customers by telling them why they need it in a simple message.
What does your company challenge?
When a company clearly states why they exist and what they believe, people will go to extreme lengths to include that company’s products and services in their life.
People don’t make purchasing decisions based on product benefits. A failure to communicate “why” results in question and doubt.
The best leaders and organizations give customers things we would never think of asking for.
Great companies win hearts before minds.
People care about story.
It is not logic or facts that drive us to try new things. Instead we’re driven by our hopes and dreams to try something different.
The most loyal employees and customers all love a good revolution and cause.
Our products are not symbols of what we believe, they are representative of what our customers believe.
Authenticity happens when you believe in everything you say and do
Mass market success cannot happen unless you penetrate the first 15% of the market.
The goal of a business is to penetrate those in the market who believe what you believe.