Embrace the Power of the ‘Why’ of It

Last week, Fire Enterprises, Inc. (FEI) marketing whiz Marka showed savvy salesperson Zoot how to develop intelligent survey questions. This week, Marka tells Zoot how leading with “why” in company messaging can improve sales. Remember, fire = print.

One Saturday night, Marka and Zoot went bowling together at Nike Lanes in downtown Olympus. Marka was not a bad bowler, but—as intrepid in bowling as she is in business—she often pursued low-probability spares. Zoot was just bad. He usually avoided playing sports because whenever he participate, his hair would get mussed.