every year the Nielsen company does what they call a veracity study they ask
they call a veracity study they ask
they call a veracity study they ask people what are the professions you
people what are the professions you
people what are the professions you trust the most what are the professions
trust the most what are the professions
trust the most what are the professions you trust the least the top of the list
you trust the least the top of the list
you trust the least the top of the list doesn’t change much from year to year is
doesn’t change much from year to year is
doesn’t change much from year to year is usually doctor nurse pharmacist the
usually doctor nurse pharmacist the
usually doctor nurse pharmacist the bottom of the list doesn’t change much
bottom of the list doesn’t change much
bottom of the list doesn’t change much either down there you’ll find
either down there you’ll find
either down there you’ll find advertising practitioner politician and
advertising practitioner politician and
advertising practitioner politician and bringing up the rear used-car salesman
bringing up the rear used-car salesman
bringing up the rear used-car salesman for the last 30 years I’ve been an
for the last 30 years I’ve been an
for the last 30 years I’ve been an advertising practitioner I’ve worked
advertising practitioner I’ve worked
advertising practitioner I’ve worked with a lot of politicians and a lot of
with a lot of politicians and a lot of
with a lot of politicians and a lot of car companies I think that makes me the
car companies I think that makes me the
car companies I think that makes me the least trusted man in America you should
least trusted man in America you should
least trusted man in America you should believe nothing I tell you I’m in the
believe nothing I tell you I’m in the
believe nothing I tell you I’m in the persuasion business but aren’t we all
persuasion business but aren’t we all
persuasion business but aren’t we all maybe you’re in sales and marketing
maybe you’re in sales and marketing
maybe you’re in sales and marketing maybe you’re trying to get your boss to
maybe you’re trying to get your boss to
maybe you’re trying to get your boss to give you a raise I’m up here trying to
give you a raise I’m up here trying to
give you a raise I’m up here trying to sell you an idea we’re all trying to
sell you an idea we’re all trying to
sell you an idea we’re all trying to convince somebody of something and
convince somebody of something and
convince somebody of something and frankly it’s not going that well because
frankly it’s not going that well because
frankly it’s not going that well because we’re doing it wrong
we’re doing it wrong
we’re doing it wrong see for generations we have been trained
see for generations we have been trained
see for generations we have been trained to persuade people the same way an
to persuade people the same way an
to persuade people the same way an attorney might in the courtroom I’d
attorney might in the courtroom I’d
attorney might in the courtroom I’d present you with a series of
present you with a series of
present you with a series of interconnected arguments that if you
interconnected arguments that if you
interconnected arguments that if you follow those arguments you reach with me
follow those arguments you reach with me
follow those arguments you reach with me an unassailable conclusion it just
an unassailable conclusion it just
an unassailable conclusion it just doesn’t work we’re trying to make this
doesn’t work we’re trying to make this
doesn’t work we’re trying to make this complicated persuasion effort in an ad D
complicated persuasion effort in an ad D
complicated persuasion effort in an ad D world the average human has an attention
world the average human has an attention
world the average human has an attention span of eight seconds average goldfish
span of eight seconds average goldfish
span of eight seconds average goldfish nine seconds above average goldfish ten
nine seconds above average goldfish ten
nine seconds above average goldfish ten seconds and look let’s be honest the
seconds and look let’s be honest the
seconds and look let’s be honest the only reason it works in the courtroom is
only reason it works in the courtroom is
only reason it works in the courtroom is because the jurors will be arrested if
because the jurors will be arrested if
because the jurors will be arrested if they leave they have to stay and listen
they leave they have to stay and listen
they leave they have to stay and listen to the whole thing we have to find
to the whole thing we have to find
to the whole thing we have to find another way to do this so what if we
another way to do this so what if we
another way to do this so what if we took what we knew about persuasion we
took what we knew about persuasion we
took what we knew about persuasion we took all the books and the buzzwords and
took all the books and the buzzwords and
took all the books and the buzzwords and seminars keynote speakers stripped it
seminars keynote speakers stripped it
seminars keynote speakers stripped it all away and just got it down to the
all away and just got it down to the
all away and just got it down to the bare basics well when you look at
bare basics well when you look at
bare basics well when you look at successful persuasive arguments from the
successful persuasive arguments from the
successful persuasive arguments from the beginning of time to now you find two
beginning of time to now you find two
beginning of time to now you find two things in common
things in common
things in common two things that work with any product
two things that work with any product
two things that work with any product and you service two things that work at
and you service two things that work at
and you service two things that work at any country in any language two things
any country in any language two things
any country in any language two things that work with any demographic group
that work with any demographic group
that work with any demographic group women seniors Latinos even Millennials
women seniors Latinos even Millennials
women seniors Latinos even Millennials corporate America is freaking out about
corporate America is freaking out about
corporate America is freaking out about how to talk to Millennials these two
how to talk to Millennials these two
how to talk to Millennials these two things work with Millennials the two
things work with Millennials the two
things work with Millennials the two things are hope and fear are there two
things are hope and fear are there two
things are hope and fear are there two more basic motivators than hope and fear
more basic motivators than hope and fear
more basic motivators than hope and fear if it weren’t for fear none of us would
if it weren’t for fear none of us would
if it weren’t for fear none of us would even be here back in the prehistoric
even be here back in the prehistoric
even be here back in the prehistoric days ugh the caveman in ting the woolly
days ugh the caveman in ting the woolly
days ugh the caveman in ting the woolly mammoth right if you heard the
mammoth right if you heard the
mammoth right if you heard the saber-toothed tiger growl he felt fear
saber-toothed tiger growl he felt fear
saber-toothed tiger growl he felt fear he ran away
he ran away
he ran away fear was a big part of his survival and
fear was a big part of his survival and
fear was a big part of his survival and hope were the only animals on the planet
hope were the only animals on the planet
hope were the only animals on the planet that hope we hope for nice weather we
that hope we hope for nice weather we
that hope we hope for nice weather we hope for a better world for our children
hope for a better world for our children
hope for a better world for our children we are built for hope hope and fear now
we are built for hope hope and fear now
we are built for hope hope and fear now marketers are smart they’ve been using
marketers are smart they’ve been using
marketers are smart they’ve been using hope and fear to sell us things for a
hope and fear to sell us things for a
hope and fear to sell us things for a long long time but now who is using hope
long long time but now who is using hope
long long time but now who is using hope and who’s using fear and how you can use
and who’s using fear and how you can use
and who’s using fear and how you can use them is what I want to talk about I’m
them is what I want to talk about I’m
them is what I want to talk about I’m gonna guess a lot of you came here
gonna guess a lot of you came here
gonna guess a lot of you came here tonight in a pickup the makers of pickup
tonight in a pickup the makers of pickup
tonight in a pickup the makers of pickup trucks have been using fear to sell us
trucks have been using fear to sell us
trucks have been using fear to sell us trucks for 40 years and maybe you’ve
trucks for 40 years and maybe you’ve
trucks for 40 years and maybe you’ve seen the commercials right they go
seen the commercials right they go
seen the commercials right they go something like this they go our truck
something like this they go our truck
something like this they go our truck has more torque and we see a guy and
has more torque and we see a guy and
has more torque and we see a guy and he’s in the truck he’s got the trailer
he’s in the truck he’s got the trailer
he’s in the truck he’s got the trailer with a thing on it we don’t know what it
with a thing on it we don’t know what it
with a thing on it we don’t know what it is he’s hauling up a mountain to go do
is he’s hauling up a mountain to go do
is he’s hauling up a mountain to go do important truck stuff right so here’s
important truck stuff right so here’s
important truck stuff right so here’s what the psychological message they’re
what the psychological message they’re
what the psychological message they’re trying to deliver to us finely honed
trying to deliver to us finely honed
trying to deliver to us finely honed over 40 years of advertising they’re
over 40 years of advertising they’re
over 40 years of advertising they’re saying if you don’t have enough torque
saying if you don’t have enough torque
saying if you don’t have enough torque you can’t do your job you can’t do your
you can’t do your job you can’t do your
you can’t do your job you can’t do your job you can’t take care of your family
job you can’t take care of your family
job you can’t take care of your family if you can’t take care of your family
if you can’t take care of your family
if you can’t take care of your family you’re not much of a man if you don’t
you’re not much of a man if you don’t
you’re not much of a man if you don’t have enough torque you’re gonna be
have enough torque you’re gonna be
have enough torque you’re gonna be living in a box under overpass that’s
living in a box under overpass that’s
living in a box under overpass that’s ridiculous
ridiculous
ridiculous or is it the number one best-selling
or is it the number one best-selling
or is it the number one best-selling vehicle in America last year was a
vehicle in America last year was a
vehicle in America last year was a pickup also the number two best-selling
pickup also the number two best-selling
pickup also the number two best-selling via
via
via number three best-selling vehicle you
number three best-selling vehicle you
number three best-selling vehicle you have to get to number four before you
have to get to number four before you
have to get to number four before you get your first car Ford is sold 800,000
get your first car Ford is sold 800,000
get your first car Ford is sold 800,000 pickup trucks last year best-selling car
pickup trucks last year best-selling car
pickup trucks last year best-selling car less than half that that’s a lot of
less than half that that’s a lot of
less than half that that’s a lot of torque and a lot of fear now when it
torque and a lot of fear now when it
torque and a lot of fear now when it comes to hope nobody sells hope better
comes to hope nobody sells hope better
comes to hope nobody sells hope better than health care folks especially the
than health care folks especially the
than health care folks especially the pharmaceutical people and I’m really
pharmaceutical people and I’m really
pharmaceutical people and I’m really fascinated by this because the
fascinated by this because the
fascinated by this because the pharmaceutical people made a conscious
pharmaceutical people made a conscious
pharmaceutical people made a conscious decision along the way to sell hope
decision along the way to sell hope
decision along the way to sell hope instead of fear they could sold fear
instead of fear they could sold fear
instead of fear they could sold fear they could have said hey look you take
they could have said hey look you take
they could have said hey look you take this pill or you’re gonna get sick and
this pill or you’re gonna get sick and
this pill or you’re gonna get sick and dying right very powerful message and
dying right very powerful message and
dying right very powerful message and perfectly legitimate but instead they
perfectly legitimate but instead they
perfectly legitimate but instead they decided to sell hope so what they say
decided to sell hope so what they say
decided to sell hope so what they say now is take this pill and you’ll have a
now is take this pill and you’ll have a
now is take this pill and you’ll have a better life a better life in a pill
better life a better life in a pill
better life a better life in a pill I will ask my doctor about that and I’m
I will ask my doctor about that and I’m
I will ask my doctor about that and I’m so excited about that I’m so interested
so excited about that I’m so interested
so excited about that I’m so interested in that I will ignore the second half of
in that I will ignore the second half of
in that I will ignore the second half of the commercial with all the side effects
the commercial with all the side effects
the commercial with all the side effects anal leakage
anal leakage
anal leakage I may be having some right now and a
I may be having some right now and a
I may be having some right now and a fatal event my favorite side-effect
fatal event my favorite side-effect
fatal event my favorite side-effect death I’m still interested in your
death I’m still interested in your
death I’m still interested in your product even though you just told me it
product even though you just told me it
product even though you just told me it might kill me that’s the power of hope
might kill me that’s the power of hope
might kill me that’s the power of hope this really came home to me working on a
this really came home to me working on a
this really came home to me working on a weight-loss surgery client we talked to
weight-loss surgery client we talked to
weight-loss surgery client we talked to people who were interested in weight
people who were interested in weight
people who were interested in weight loss surgery and it was fascinating what
loss surgery and it was fascinating what
loss surgery and it was fascinating what they didn’t say they didn’t say how many
they didn’t say they didn’t say how many
they didn’t say they didn’t say how many pounds they wanted to lose they talked
pounds they wanted to lose they talked
pounds they wanted to lose they talked about the things in their life they
about the things in their life they
about the things in their life they wanted to do they wanted to be able to
wanted to do they wanted to be able to
wanted to do they wanted to be able to fly on an airplane without a seat belt
fly on an airplane without a seat belt
fly on an airplane without a seat belt extender wanted a ride on a roller
extender wanted a ride on a roller
extender wanted a ride on a roller coaster with their kids I’m gonna be
coaster with their kids I’m gonna be
coaster with their kids I’m gonna be able to cross their legs so we changed
able to cross their legs so we changed
able to cross their legs so we changed how we talked about it we stopped
how we talked about it we stopped
how we talked about it we stopped talking about the number of pounds and
talking about the number of pounds and
talking about the number of pounds and we started to talk about these small
we started to talk about these small
we started to talk about these small specific things that would make their
specific things that would make their
specific things that would make their life better because that’s what hope is
life better because that’s what hope is
life better because that’s what hope is all about now what happens if you put
all about now what happens if you put
all about now what happens if you put hope and fear together well let’s ask
hope and fear together well let’s ask
hope and fear together well let’s ask the ASPCA maybe you’ve seen these
the ASPCA maybe you’ve seen these
the ASPCA maybe you’ve seen these commercials with the sad Sarah McLachlan
commercials with the sad Sarah McLachlan
commercials with the sad Sarah McLachlan song right you’ve got the dogs in the
song right you’ve got the dogs in the
song right you’ve got the dogs in the cats and they’re in the cages and it’s
cats and they’re in the cages and it’s
cats and they’re in the cages and it’s and it’s sad and you feel fear for the
and it’s sad and you feel fear for the
and it’s sad and you feel fear for the animals but then they do something
animals but then they do something
animals but then they do something really really interesting they make a
really really interesting they make a
really really interesting they make a change they say only you can bring hope
change they say only you can bring hope
change they say only you can bring hope to these animals so now it’s gone from I
to these animals so now it’s gone from I
to these animals so now it’s gone from I want to help these animals to hey maybe
want to help these animals to hey maybe
want to help these animals to hey maybe I’m gonna do a little something for
I’m gonna do a little something for
I’m gonna do a little something for myself too so for $20 a month I can help
myself too so for $20 a month I can help
myself too so for $20 a month I can help these animals and I can be the hero of
these animals and I can be the hero of
these animals and I can be the hero of the story who doesn’t want to be a hero
the story who doesn’t want to be a hero
the story who doesn’t want to be a hero they might as well be selling capes with
they might as well be selling capes with
they might as well be selling capes with big red SS on the back now
big red SS on the back now
big red SS on the back now hope and fear don’t work by themselves
hope and fear don’t work by themselves
hope and fear don’t work by themselves hoping if you require input from you
hoping if you require input from you
hoping if you require input from you they require action hope without action
they require action hope without action
they require action hope without action is just a wish and fear without action
is just a wish and fear without action
is just a wish and fear without action is just me curled up in the fetal
is just me curled up in the fetal
is just me curled up in the fetal position under my coffee table but the
position under my coffee table but the
position under my coffee table but the action can’t be by my product I mean
action can’t be by my product I mean
action can’t be by my product I mean that’s selfish to expect that the action
that’s selfish to expect that the action
that’s selfish to expect that the action has to be something that makes someone’s
has to be something that makes someone’s
has to be something that makes someone’s life better Apple doesn’t want you to
life better Apple doesn’t want you to
life better Apple doesn’t want you to buy a new phone
buy a new phone
buy a new phone I want you to take better pictures
match.com doesn’t want you to download
match.com doesn’t want you to download their dating app they want you to go on
their dating app they want you to go on
their dating app they want you to go on more second dates the product is just a
more second dates the product is just a
more second dates the product is just a conduit to getting you to something that
conduit to getting you to something that
conduit to getting you to something that makes your life better my favorite in
makes your life better my favorite in
makes your life better my favorite in this category is Prevention magazine you
this category is Prevention magazine you
this category is Prevention magazine you know Prevention magazine you see that
know Prevention magazine you see that
know Prevention magazine you see that the grocery store it’s at the checkout
the grocery store it’s at the checkout
the grocery store it’s at the checkout it’s a little magazine right next to the
it’s a little magazine right next to the
it’s a little magazine right next to the cash register it’s filled with stories
cash register it’s filled with stories
cash register it’s filled with stories about cancer
about cancer
about cancer death heart attack disease real story
death heart attack disease real story
death heart attack disease real story from Prevention magazine you open the
from Prevention magazine you open the
from Prevention magazine you open the magazine there’s a picture of a couple
magazine there’s a picture of a couple
magazine there’s a picture of a couple in there they’re in bed it’s late at
in there they’re in bed it’s late at
in there they’re in bed it’s late at night the wife is wide awake and very
night the wife is wide awake and very
night the wife is wide awake and very very stressed the headline says my
very stressed the headline says my
very stressed the headline says my husband wants to have sex all the time
husband wants to have sex all the time
husband wants to have sex all the time but he has a heart condition that makes
but he has a heart condition that makes
but he has a heart condition that makes doing it deadly who reads this magazine
doing it deadly who reads this magazine
doing it deadly who reads this magazine well a lot of people do they’re selling
well a lot of people do they’re selling
well a lot of people do they’re selling fear but more than that when you buy
fear but more than that when you buy
fear but more than that when you buy that magazine they’re validating your
that magazine they’re validating your
that magazine they’re validating your fear it’s like they’re saying it’s okay
fear it’s like they’re saying it’s okay
fear it’s like they’re saying it’s okay it’s okay to be afraid we’re afraid to
it’s okay to be afraid we’re afraid to
it’s okay to be afraid we’re afraid to but in the magazine
but in the magazine
but in the magazine maybe there’s a recipe that talks about
maybe there’s a recipe that talks about
maybe there’s a recipe that talks about if you eat this kale you won’t get this
if you eat this kale you won’t get this
if you eat this kale you won’t get this terrible disease so buying the magazine
terrible disease so buying the magazine
terrible disease so buying the magazine is not the action but helping me take
is not the action but helping me take
is not the action but helping me take this action that helps me a swage that
this action that helps me a swage that
this action that helps me a swage that fear and lead a better life is what it’s
fear and lead a better life is what it’s
fear and lead a better life is what it’s all about now hope if you ought to be
all about now hope if you ought to be
all about now hope if you ought to be simple right we’ve all we’ve all heard
simple right we’ve all we’ve all heard
simple right we’ve all we’ve all heard all the phrases hope springs eternal we
all the phrases hope springs eternal we
all the phrases hope springs eternal we have nothing to fear but fear itself
have nothing to fear but fear itself
have nothing to fear but fear itself hopes you’d be good fear is bad right
hopes you’d be good fear is bad right
hopes you’d be good fear is bad right doesn’t work that way a little bit of
doesn’t work that way a little bit of
doesn’t work that way a little bit of fear is a good thing too much hope is a
fear is a good thing too much hope is a
fear is a good thing too much hope is a bad thing maybe you’ve gotten an email
bad thing maybe you’ve gotten an email
bad thing maybe you’ve gotten an email from a friend of mine he’s a he’s a
from a friend of mine he’s a he’s a
from a friend of mine he’s a he’s a Nigerian prince
Nigerian prince
Nigerian prince needs just a little bit of help getting
needs just a little bit of help getting
needs just a little bit of help getting twenty million dollars out of the First
twenty million dollars out of the First
twenty million dollars out of the First National Bank of Nigeria if you just
National Bank of Nigeria if you just
National Bank of Nigeria if you just send him your social security number the
send him your social security number the
send him your social security number the little numbers off the bottom of your
little numbers off the bottom of your
little numbers off the bottom of your check he’s selling hope that scams been
check he’s selling hope that scams been
check he’s selling hope that scams been around for decades because he trades on
around for decades because he trades on
around for decades because he trades on hope we all hope our ship has come in
hope we all hope our ship has come in
hope we all hope our ship has come in it’s pennies from heaven and let’s talk
it’s pennies from heaven and let’s talk
it’s pennies from heaven and let’s talk evil dictators for a minute we all know
evil dictators for a minute we all know
evil dictators for a minute we all know one edy I mean Hugo Chavez these are
one edy I mean Hugo Chavez these are
one edy I mean Hugo Chavez these are people who dealt in fear but they rose
people who dealt in fear but they rose
people who dealt in fear but they rose to power on the wings of Hope 1930s
to power on the wings of Hope 1930s
to power on the wings of Hope 1930s Germany they were crushed by the
Germany they were crushed by the
Germany they were crushed by the depression and in Germany it was
depression and in Germany it was
depression and in Germany it was probably even worse because they were in
probably even worse because they were in
probably even worse because they were in a bad economic situation after World War
a bad economic situation after World War
a bad economic situation after World War one Hitler comes along and says hey vote
one Hitler comes along and says hey vote
one Hitler comes along and says hey vote for me and I’ll find a way to get you
for me and I’ll find a way to get you
for me and I’ll find a way to get you out of this economic crisis he had no
out of this economic crisis he had no
out of this economic crisis he had no business acumen he had no record there’s
business acumen he had no record there’s
business acumen he had no record there’s no reason to believe him he was a failed
no reason to believe him he was a failed
no reason to believe him he was a failed art student who had been in jail but he
art student who had been in jail but he
art student who had been in jail but he was selling hope to the hopeless and
was selling hope to the hopeless and
was selling hope to the hopeless and it’s a very powerful thing but can also
it’s a very powerful thing but can also
it’s a very powerful thing but can also be a very dangerous thing I’ve worked in
be a very dangerous thing I’ve worked in
be a very dangerous thing I’ve worked in politics for a long time and every level
politics for a long time and every level
politics for a long time and every level from City Council to for presidential
from City Council to for presidential
from City Council to for presidential races hope and fear are the only things
races hope and fear are the only things
races hope and fear are the only things we sell and a lot of people think well
we sell and a lot of people think well
we sell and a lot of people think well you know hope should belong to this
you know hope should belong to this
you know hope should belong to this party and fear should belong to that
party and fear should belong to that
party and fear should belong to that party I’m here to tell you both parties
party I’m here to tell you both parties
party I’m here to tell you both parties sell hope and fear equally let’s just
sell hope and fear equally let’s just
sell hope and fear equally let’s just say for example we were going to do an
say for example we were going to do an
say for example we were going to do an ad for a very conservative candidate
ad for a very conservative candidate
ad for a very conservative candidate might go something like this the world
might go something like this the world
might go something like this the world is a dangerous place filled with evil
is a dangerous place filled with evil
is a dangerous place filled with evil terrorists who want to destroy your life
terrorists who want to destroy your life
terrorists who want to destroy your life vote for me and I’ll protect you right
vote for me and I’ll protect you right
vote for me and I’ll protect you right fear-based message probably not unlike
fear-based message probably not unlike
fear-based message probably not unlike something you’ve heard let’s go to the
something you’ve heard let’s go to the
something you’ve heard let’s go to the other side of the aisle maybe it sounds
other side of the aisle maybe it sounds
other side of the aisle maybe it sounds like this the world is a dangerous place
like this the world is a dangerous place
like this the world is a dangerous place filled with greedy corporations that
filled with greedy corporations that
filled with greedy corporations that want to destroy your life vote for me
want to destroy your life vote for me
want to destroy your life vote for me and I’ll protect you I teach two words
and I’ll protect you I teach two words
and I’ll protect you I teach two words we move from one end of the political
we move from one end of the political
we move from one end of the political spectrum to the other end of the
spectrum to the other end of the
spectrum to the other end of the political spectrum talk to two
political spectrum talk to two
political spectrum talk to two completely different groups
completely different groups
completely different groups with equal effectiveness that’s the
with equal effectiveness that’s the
with equal effectiveness that’s the flexibility of fear now we all know how
flexibility of fear now we all know how
flexibility of fear now we all know how to use hope and fear we all know how to
to use hope and fear we all know how to
to use hope and fear we all know how to use it instinctively we’ve done it our
use it instinctively we’ve done it our
use it instinctively we’ve done it our whole lives growing up my mother dealt a
whole lives growing up my mother dealt a
whole lives growing up my mother dealt a lot of beer don’t run with those
lot of beer don’t run with those
lot of beer don’t run with those scissors you’ll put your eye out and if
scissors you’ll put your eye out and if
scissors you’ll put your eye out and if you eat a tuna fish sandwich and get in
you eat a tuna fish sandwich and get in
you eat a tuna fish sandwich and get in the pool you’re on your own and when we
the pool you’re on your own and when we
the pool you’re on your own and when we were potty training our daughter we sold
were potty training our daughter we sold
were potty training our daughter we sold a lot of hope every day if you’ll use
a lot of hope every day if you’ll use
a lot of hope every day if you’ll use the body we can get the My Little Pony
the body we can get the My Little Pony
the body we can get the My Little Pony underwear she’s still wearing it she’s
underwear she’s still wearing it she’s
underwear she’s still wearing it she’s 29 but there are times in life when we
29 but there are times in life when we
29 but there are times in life when we really should be using hope and fear and
really should be using hope and fear and
really should be using hope and fear and it leaves us some of the most important
it leaves us some of the most important
it leaves us some of the most important times like in a job interview how many
times like in a job interview how many
times like in a job interview how many times have you seen people in a job
times have you seen people in a job
times have you seen people in a job interview read their resumes back I’m a
interview read their resumes back I’m a
interview read their resumes back I’m a self-starter and I’m really good at
self-starter and I’m really good at
self-starter and I’m really good at Excel it’s like who cares so is
Excel it’s like who cares so is
Excel it’s like who cares so is everybody else you’ve got to understand
everybody else you’ve got to understand
everybody else you’ve got to understand the person on the other side of that
the person on the other side of that
the person on the other side of that desk you’ve got to understand their
desk you’ve got to understand their
desk you’ve got to understand their hopes and fears well this person fit in
hopes and fears well this person fit in
hopes and fears well this person fit in on my team well they helped me meet my
on my team well they helped me meet my
on my team well they helped me meet my goals will they be a good hire so
goals will they be a good hire so
goals will they be a good hire so instead of talking about your awesome
instead of talking about your awesome
instead of talking about your awesome excel skills maybe you should be talking
excel skills maybe you should be talking
excel skills maybe you should be talking about how much you enjoy working on a
about how much you enjoy working on a
about how much you enjoy working on a team how much you like the corporate
team how much you like the corporate
team how much you like the corporate culture how glad you are when somebody
culture how glad you are when somebody
culture how glad you are when somebody reaches their goals make that person
reaches their goals make that person
reaches their goals make that person understand that by hiring you it’ll make
understand that by hiring you it’ll make
understand that by hiring you it’ll make their life better that’s how you use
their life better that’s how you use
their life better that’s how you use hope and fear now if I haven’t done a
hope and fear now if I haven’t done a
hope and fear now if I haven’t done a good enough job explaining how you can
good enough job explaining how you can
good enough job explaining how you can use hope and fear and any persuasive
use hope and fear and any persuasive
use hope and fear and any persuasive situation that means it’s time to talk
situation that means it’s time to talk
situation that means it’s time to talk about small kitchen appliances
about small kitchen appliances
about small kitchen appliances let’s say you need a new blender $35 you
let’s say you need a new blender $35 you
let’s say you need a new blender $35 you can get a blender perfectly nice blender
can get a blender perfectly nice blender
can get a blender perfectly nice blender that will meet all your blending needs
that will meet all your blending needs
that will meet all your blending needs or you could spend $500 and buy a
or you could spend $500 and buy a
or you could spend $500 and buy a Vitamix people are lining up to buy $500
Vitamix people are lining up to buy $500
Vitamix people are lining up to buy $500 Vitamix is why because they don’t think
Vitamix is why because they don’t think
Vitamix is why because they don’t think of them as blenders they think of them
of them as blenders they think of them
of them as blenders they think of them as a piece of exercise equipment
you put the food in the Vitamix and you
you put the food in the Vitamix and you mix it up and you drink it and you’re
mix it up and you drink it and you’re
mix it up and you drink it and you’re healthier right and if and if it’s
healthier right and if and if it’s
healthier right and if and if it’s something that makes you healthier it
something that makes you healthier it
something that makes you healthier it gives us permission to spend more money
gives us permission to spend more money
gives us permission to spend more money on it a lot more money so if they can
on it a lot more money so if they can
on it a lot more money so if they can take a small kitchen appliance and they
take a small kitchen appliance and they
take a small kitchen appliance and they can wrap it in hope and fear and sell it
can wrap it in hope and fear and sell it
can wrap it in hope and fear and sell it for 500 bucks what can you do thank you
for 500 bucks what can you do thank you
for 500 bucks what can you do thank you [Applause]
”
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