About this episode
How Can I help you?Start conversations with a single unforgettable line that wins hearts and opens wallets.Get the Legendary One-Liner playbook and make your message legendary.In this episode, Howie interviews Ron Tite, ?an award-winning creative, founder of the Church+State Agency, and the ?mind behind campaigns for brands like Google, Walmart, and Microsoft. Ron delivers a true masterclass on the purpose of purpose and alignment, both personal and organizational, and how to get your message across in a relatable and engaging way. The discussion emphasizes that people used to vote with their wallets, and now they vote with their time. So, to influence others, our message must be worth their time.Ron provides us with how to craft a purpose for a company and for yourself, the right way, along with his "Think. Say. Do." framework. He shares the ins and outs of how he structures all his speeches and how to apply comedy to them. Lastly, he flips advertising on its head.Episode Breakdown:06:54 Understand what purpose is and how brands have gotten it wrong09:50 The parallel between personal purpose and the organization's purpose13:04 How purpose can lead a profit-driven company towards growth16:49 The different business model of purpose-driven companies20:30 How to get the purpose right within the company23:49 What you need to craft an organizational purpose that actually gets buy-in30:59 The big flip in advertising from promise to confirmation36:26 You don't have to save the world, focus on what you care about38:15 The power of starting with comedy42:41 The warm open technique that silences the room48:08 How Ron did it and your permission to fake it as you go51:45 The process of comedy and how you can apply it56:43 How Ron structures and customizes his speeches59:21 The key ingredients of a successful and relatable speech1:05:54 We don't need a great big meaningful story to deliver value1:08:10 One simple exercise to help you ?better influence behavior1:10:00 A letter to Ron Tite’s younger selfFrom Our Guest:WebsiteLinkedInYoutubeGet the books, Think. Do. Say. and The Purpose of Purpose.Listen to the podcast, The Coup.Read the Mark Ritson article on the purpose and profit
