Understand how to

PRO F ESSO R
ANDREW
create products that
PAT TERSO N
attract the customers
and tribes of
promoters
Today
Story Telling
Empathy
Something to think about
Hard to sell something you do not believe in, or love.

Shoes Salesman
Empathy
EQ
“Into me you see”
Putting yourself in someone else’s shoes
(Taking on another person’s perspective)
Mayo Clinic
What did you see?
What would you do in
this situation?
What happened?
The company gave away free products!!!

They flipped it
American Girl Doll

• Selling an experience
• Leveraging the brand
• Understanding the customer
• Telling a story
Redefine The Speak to people (right when they sign up and when they stop) –
Speak to your team!
Customer Understand the timeline of events (the story)

Experience Why do people buy your product or service?

 Ask why.
Never say “usually” when asking a question.
Encourage stories.
Interview Tips Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
IDEO Philosophy
-One conversation at a time
-Stay focused
-Encourage wild ideas
-Defer Judgment
-Build on the ideas of others
-Enlightened Trial and Error succeed over the planning of a lone genius.
-If you do not work under time constraints you will never get anything
done, because it’s a messy process that can go on forever.
-Teamwork
-Chaos can be constructive
 Develop empathy & listen (search for meaning)
Have an open mind/brainstorm – Embrace
CHANGE
Have an opinion and grow your tribe
Takeaways – “Attract Get loud - Share your story – HERE IS YOUR
Customers” PERMISSION – GO!
Where? In Person, Online, Social Media, E-mail,
Competition, Collaborations, and more