Part 5/9:

When businesses communicate from the outside in, they speak to the rational part of the brain which may not drive decisions. Conversely, communicating from the inside out engages the emotional core responsible for behavior, allowing individuals to rationalize their gut decisions.

The Role of Shared Beliefs

To inspire action, it is crucial to know and effectively communicate why you do what you do. The goal is not just to sell to anyone who needs what you have; it's to attract individuals who believe what you believe. This principle underlies hiring practices, customer relationships, and innovation.