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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 wrong
09:50 The parallel between personal purpose and the organization's purpose
13:04 How purpose can lead a profit-driven company towards growth
16:49 The different business model of purpose-driven companies
20:30 How to get the purpose right within the company
23:49 What you need to craft an organizational purpose that actually gets buy-in
30:59 The big flip in advertising from promise to confirmation
36:26 You don't have to save the world, focus on what you care about
38:15 The power of starting with comedy
42:41 The warm open technique that silences the room
48:08 How Ron did it and your permission to fake it as you go
51:45 The process of comedy and how you can apply it
56:43 How Ron structures and customizes his speeches
59:21 The key ingredients of a successful and relatable speech
1:05:54 We don't need a great big meaningful story to deliver value
1:08:10 One simple exercise to help you better influence behavior
1:10:00 A letter to Ron Tite’s younger self
From Our Guest:
Get 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 paradox.
Listen to my interview with David Aaker about his book The Future of Purpose-Driven Branding.
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