Show length 27:13
00:30 The book is more about leadership than business.
02:19 Having PR lead with a YouTube video
03:18 Using the “Why” to drive your copywriting home
04:38 How it works for Apple vs. Dell
06:58 The Golden Circle
08:40 Why people go with their gut
10:00 Return to “manipulating your perceptions”
12:05 Why most innovation is really just manipulation
13:28 The Discipline of How, Consistency of What, and why you can’t get more authentic
15:15 The Celery Test: Choosing the tactics that will allow you to scale
18:12 The danger of The Split
20:20 Long Before Crossing the Chasm: Everett Rodgers’ Diffusion of Innovation
23:10 Ben’s story and why you shouldn’t waste time watching the competition, use this link to get your own copy of “Start with Why.”
The Marketing Over Coffee theme song is called Mellow G by Fonkmasters in the Music Alley from Mevio.