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The Why

You will have all been asked on many occasions what you do for a living. It’s a fairly easy answer for most of us (although I tend to say “marketing” because “running a company that manages audiences for B2B publishers or provides software for them to do it themselves” seems to provoke more questions rather than answer the original one

But have you ever thought of “why” you do something?

Try this – when you’ve answered what you do, ask yourself “why” you do it. And when you’ve answered that ask the question “why” again. …and again…

“What” isn’t enough anymore – people don’t buy “what” you do, they buy “why” you do it.

To get somone to deal with you, strike up a relationship and benefit from what you do, you need to get across the “why”. The “why” speaks to the centre of the brain that deals with emotion and we know that, however hard we try, we make decisions based on emotion