Monday December 9, 2019

This much I know

Zara Flynn, managing director, Guns or Knives

31st May, 2015
Zara Flynn: ‘People will form an emotional connection with a brand if they think it’s doing good’

Every company in the world knows what they sell. Some companies know how they do it. But very few companies know why they do it.

It’s important to understand that, very often, people don’t buy what you do; they buy why you do it. For example, many Apple customers don’t buy an Apple computer because it has a good spec.

They buy one because it exemplifies Apple’s vision, which...

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