STP003: Why People Choose Some Products Over Others with Carly Fink
Carly Fink has been fascinated with marketing since she analyzed why people favor certain brands of bottled water for a grade school project. Since then she has turned her obsession into a career that bridges advertising, research, and academia—all with the aim of getting to the bottom of the mystery of what causes people to buy.
In this interview, we talk about…
- How to turn flaws into benefits through skillful marketing
- Why more sales is not an acceptable business goal
- How people walk differently than they used to and why that matters to your business
- Irrational distinctions people make between similar products and services
- What market research really means and how to use it to your advantage
- Why Millennials may not necessarily be the best people to handle your social media
Carly Fink is an owner of the brand consultancy and market research firm Provoke Insights. Before starting her own business, she worked at JWT and Grey Advertising. Carly is also an Adjunct Professor of Advertising, Strategic Planning, Marketing, and Market Research at Baruch College MBA program.
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STP002: Redefining Partnership with Patty Soffer
Patty Soffer had a career that most people would have envied…until it came crashing down around her. In this interview, we talk about Patty’s quest to uncover the hidden causes of her company’s collapse, what she discovered, and how she ultimately built herself up even stronger.
Topics include…
- Why every business is a partnership no matter how it’s structured
- The most common reasons partnerships hit the skids
- Why profits always follow people, not the other way around
- The true meaning of accountability and why it matters
- Why business and personal always go together
- How to prevent partnership problems from sinking an otherwise healthy business
Patty Soffer started her career as a top fashion model and went on to found one of Florida’s largest and most successful ad agencies, Soffer Adkins. Today she is the bestselling author of Partnership or Partnersh*t: You Decide and founder of a Human Foundation, among many other ventures.
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STP001: How Building a Community is the Key to Innovation with Blaine Graboyes
Blaine Graboyes has lived at the crossroads of business, technology, and creativity for his entire career. In this interview, we talk about the main differences between ideas that turn into massive successes and those that stall.
Topics include…
- Why strong personal relationships hold the secret to reducing risk
- How so many businesspeople neglect the details of execution
- Best places to seek help for the most difficult problems
- Why unconventional education is better than business school
- Why it’s never too late to break traditional ways of thinking and connecting
- Avoiding the most common challenges of bringing on new people
- The benefits of getting rid of your smart phone
Blaine Graboyes is the CEO of GameCo. He has produced 4,000 digital and transmedia projects for clients such as Dreamworks, Mattel, Sony Pictures, Nickelodeon, DirecTV, and Warner Bros. Blaine has founded multiple successful startups and was a pioneer of DVD technology in its earliest days.
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