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decade ago, Simon Sinek popularized the idea of marketing your products based on a powerful story. And that story starts with WHY.

  • Why your company does what it does.
  • Why you created this product in the first place.
  • Why your product will make the customer’s life so much better.

That last one sounds a lot like expounding on your product’s benefits, right? But traditionally, “benefits” stop soon after the purchase, quite short term. Instead, we’re talking about a much deeper transformation for customers, something they may even struggle to articulate.

And that’s only the last step in telling your story to customers.

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bank accountI have a colleague who has been trying to get cooperation from a partner organization that I also happen to work with. I’ve been very pleased with the relationship I have, but he’s quite frustrated at the moment.

What’s the difference?

To me, it seems clear. I invested before I expected dividends. He’s wanting immediate results.

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I met you in a business meeting, or a networking meeting, or in a social group.  You’re nice enough, and we had a great talk about the products you’re selling.

You don’t have my trust yet.

But I’m interested, enough that I’ll continue the discussions with you.  Read the rest of this entry »

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