“People don’t buy what you do they buy why you do it.”
If you hear a marketing ‘expert’ utter those words in a meeting, resist the temptation to scream, “BOLLOCKS!” at them at the top of your voice.
(This will be hard.)
Instead, remain calm, and ask some simple questions, like:
➡️ What deodorant did they use this morning?
➡️ What car do they drive?
➡️ What trainers do they wear?
➡️ What’s their favourite chocolate bar?
➡️ What vacuum cleaner do they have at home?
Then ask them about the WHY or PURPOSE of the companies that make those products – and how that WHY or PURPOSE persuaded then to buy the brand.
They’ll run out of answers before you run out of brands to ask about.