In this Marketing Over Coffee podcast sponsored by MarketingProfs,  host John Wall interviews Simon Sinek, author of  Start with Why.

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.

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Podcast Interview with Simon Sinek: Start with Why

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