People in today’s world are subjected to an onslaught of nonstop material, unmet promises, unending product extensions, and the added strain of reading articles with titles like “The 7 Things That Successful People Do Every Day.” As a result, they are unsure who to trust or where to go for answers. As a company, the question now is, how can you win their time and earn their trust? In today’s episode of the Pursuit of Learning podcast, Ron Tite joins us to discuss how to capture attention and develop customers’ confidence in a society full of distractions.
Ron, a bestselling author, speaker, producer, and entrepreneur, has always blurred the barriers between art and business. He has been a creative director and award-winning advertising copywriter for some of the world’s most prestigious companies, including Air France, Evian, Fidelity, Hershey, Johnson & Johnson, Kraft, Intel, and Microsoft. Also, he is the founder of Church+State, the host and executive producer of the popular podcast “The Coup.” Moreover, Ron is in high demand as a speaker across the globe. He speaks to top corporations about leadership, disruption, branding, and innovation. In 2016, HarperCollins published Ron’s first book, Everyone’s An Artist – Or At Least They Should Be (co-written by Scott Kavanagh and Christopher Novais). In today’s conversation, we dive deep into his most recent book, Think Do Say: How to Seize Attention and Build Trust in a Busy Busy World. This book is a how-to manual for getting the most out of yourself and your company, full of practical advice and indispensable humor.
Since we currently reside in a post-truth culture, we cannot determine in whom or to what we should put our faith. In our conversation today, Ron discusses the post-truth era and the impact it has had on the customers that we are putting a lot of effort into connecting with. Moreover, Ron discusses the concept of brand belief and further elaborates on ways of improving it. In addition to this, he talks about the ways in which we can enhance the level of personalization of the products or services that we sell or offer, as well as the ways in which we can proactively build solutions for our customers. Finally, as we end our conversation, Ron clarifies the significance of attracting people who share your goals and values and enabling those people to be flawed. Also, he provides a further explanation regarding the implications of this for organizations.
[00:42] Pre-Pandemic and Post-Pandemic – Sharing his motivation and main deliverables during today’s conversation, Ron mentions the effects of the covid-19 outbreak on his life.
[10:51] Wonderful Stories- Ron explains what he means when he says that when beliefs and deeds coincide, it is simple to compose stories worthy of being recounted.
[17:11] Time Square and LinkedIn Inbox – Ron provides a comprehensive explanation of the idea of time square and his viewpoint on managing the LinkedIn inbox.
[24:14] Trust Factor – In this post-truth society, we do not know who or where to place our trust. Mentioning this, Ron explores the post-truth era and its impact on consumers.
[29:36] Credibility – Ron discusses the difference between personal credibility and borrowed credibility.
[41:44] Incentive Programs – Ron outlines why and how we ensure that our incentive programs are aligned with the intended employee behavior.
[51:50] Brand Belief – Ron addresses the idea of brand belief, bringing up some of his personal experiences along the way.
[01:00:04] Customization – Ron elaborates on how we may improve concerning our brand brief and our current activities. In addition, he discusses how we enhance the customization of what we provide or sell and how we proactively develop solutions for our consumers.
[01:10:18] Two Components – Ron mentions the significance and distinction between “what we say” and “how we say it,” as well as some related considerations.
[01:15:21] Values – Ron explains what he means by recruiting individuals that share your ideals and values and allowing them to be imperfect while elaborating on what this means for organizations.
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