The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.

Donald B. Calne, renowned neurologist

“The secret really is observation … observe what is going on … try and figure out how people are thinking. Try and determine their day. Then people will understand [what you’re saying]”

Sam Cooke, when asked the secret of his inspiration and huge success in songwriting

If the customer doesn’t see his ‘job to be done’ in your product, it’s game over

Clayton Christensen – named by The Economist as ‘the most influential management thinker of his time’

People make the mistake of thinking that the people on the stage are defining something. But what happens if no-one turns up?

Noel Gallagher – singer, songwriter & guitarist – Oasis

Social proof is the idea that if you make a behaviour feel commonplace, it becomes more common still

Richard Shotton, author – The Choice Factory

People don’t want nails – they want to hang their picture on a wall

Giles Edwards, Managing Director – Gasp

Sometimes, people don’t buy products. They buy better versions of themselves.

Unknown

To win people over, speak to their wants and needs

Nancy Duarte, communications expert

A core argument for listening to customers

“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete. Your true competitive advantage is to be a collector of information. The only way to succeed is to know your buyer better. Not just what is posted on their company website or LinkedIn page, but their hopes, their vision, their fears. The things they reveal only to people they trust. And the only way to get that deep knowledge is by asking the right questions in the right way.”

Paul Cherry, sales effectiveness lecturer