295 Myths of Marketing by Grant Leboff
The Marketing Book Podcast
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Every Business Requires a Higher Purpose
Every business requires a higher purpose, you know. This myth that every company needs a why in order to be successful is just not true. Many businesses are really selling their own personal reputation rather than some sort of higher brand. And i would say that most cells lead businesses. In other words, people buy the person, not the brand because they don't have a brand. My electrician doesn't need a higher purpose. I use my electrician because he was recommended to me by some one else. He's meant to be very good what he does. He's never let me down. So first of all, a higher purpose really is only relevant to a brand anyway. Is it ok
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