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14min chapter
Donald Miller - Building a Story Brand (EP.426)
Capital Allocators – Inside the Institutional Investment Industry
Building Trust and Effective Messaging
This chapter emphasizes the significance of nurturing trust over long sales cycles through consistent communication and relationship-building. It introduces the concept of a controlling idea in storytelling and marketing, advocating for clarity and differentiation in messaging, especially in competitive markets like asset management. The speaker also reflects on personal experiences that highlight the importance of empathy and guiding clients while focusing on the mission of helping others achieve their goals.
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