How do you explain how things don’t go as we assume, and others seem to defy our assumptions? Our brains are biologically created to respond to things we enjoy, respect and connect with.
If you make your idea or product around the persona of your customer, they will be effortlessly drawn to it.
His main hypothesis
Ordinary marketers are working to sell things.
Extraordinary marketers are working to make a connection.
He created the Golden circle: Why, How, What
- What do you do
- How do you do it
- Why does your organization exist, why should anyone care
Most people start at 1 and move towards 3, but inspired leaders start at 3 and move towards 1.