When we use rational logic to convince a customer to buy one of our products because of its features or price, or to encourage a potential employee to join our team because of salary or benefits, we are making the assumption that people are rational. Of course, we’re not.
We don’t buy the cheapest shoes, we don’t by plain functional clothes and there are people who support the Cleveland Browns. In Roy Spence’s book “It’s not what you sell, it’s what you stand for”, he makes the case that humans are seeking something deeper to connect to and are consequently aligning themselves with organizations that meet these deeper needs.
In this video we discuss this topic.
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Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose, forging their unique story, building preference and driving margin.
Barry has been building award winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.