Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.
July 9 2020
When I say “Unilever”, what do you think?
Nothing. It pressed, you might expand your thought to “faceless, spineless blob that takes a stand for nothing”.
When I say “Virgin”, what do you think?
Because it was designed that way. The way products and services are designed and marketed ooze the personality of their founder.
People don’t just buy your products. They buy why they exist. They buy as an expression of a shared belief.
If you’re opinion neutral, there’s no reason to buy beyond the need for an essential, marginalized commodity.
Are you opinion neutral? How can you be a little more yourself, for the benefit of your work and for those you wish to serve?