Episode 6: What customers are buying is different than what you are selling.

If you only remember one thing from all of these videos, please let it be this: there is a fundamental difference between what you are selling and what your customers are buying. Every company knows what it is selling but very few know what the customer is buying. With the assistance of the Bacon Baby, I explained this core principle of Blueprinting and why it is so important to discovering your purpose.

In Episode 7, I continue the discussion on features and benefits, which are so revered and maligned at the same time! People in sales use them religiously – because what else do they have? – while people who study human decision-making tell you they don't work. By themselves, they are a weak sales asset. But they can be very powerful when used in conjunction with your Purpose.

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