“People don’t buy what you do they buy why you do it.”
How anyone can say that and keep a straight face is beyond me.
But some marketing ‘experts’ seem to manage it quite easily.
If you come across one, try asking them a few questions.
Simple stuff like:
➡️ What toothpaste did they use this morning?
➡️ What car insurance do they have?
➡️ What vacuum cleaner do they have at home?
➡️ What beer did they last drink?
➡️ What powder do they use for athlete’s foot?
Then ask them what they know about the companies that make those products.
Can they clearly articulate the WHY or PURPOSE of those companies?
And most importantly…
Can they tell you how that WHY or PURPOSE made them buy the brand?
Here’s what’ll happen:
They’ll try and blag their way through a question or two…
Then after that…
I guarantee it.
People get very quiet once they realise they’ve been talking bollocks.