Notes: very few people/organizations know why they do what they do. Not make a profit (result)
but what is your purpose? Don’t do from the outside in but think/act/communicate from inside
out. People don’t buy what you do; people buy why you do it. The goal is not to do business with
everybody who needs what you have. The goal is to do business with people who believe what
you believe. When we communicate from the inside out, we talk directly to the part of the brain
that controls behavior -> allow people to rationalize it w/ tangible things we say & do = gut
decisions. The goal is not just to sell to people who need what you have; the goal is to sell to
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- Fall '19
