Shownotes
All businesses have interesting origin stories to share. Some of which became so legendary that customers have been attracted to the brand upon hearing where they started from.
In this episode, Samantha speaks with Gair Maxwell, a leading business strategist, keynote speaker, and author. Their conversation is centred on how leaders can build irresistible brands.
Gair states that to make brands enticing to customers, business owners must know how to become legendary. It begins with having an origin story that is both unique and authentic to the brand.
This origin story doesn’t have to be a depressing one filled with trauma and tragedy. It needs to be a genuine story told in a legendary way to highlight business differentiation and grab attention across the market.
When brands share irresistible stories, they create a distinction from the competition, and they become relevant in the consumer world. Entrepreneurs also establish connections that position them to do business with more customers.
WHAT YOU’LL DISCOVER IN THIS EPISODE:
- Gair's career origin story (02:17)
- What generates differentiation and why it’s important in business? (03:45)
- How to influence buyer behavior (07:38)
- The best way to create origin stories (08:40)
- The Mona Lisa Effect - How to adapt it to your branding (14:18)
- How to create irresistible stories (25:08)
- The importance of having values in your business set-up (33:38)
