Craig Andrews shares insights from his transition from engineering to marketing and his personal journey, including a battle with COVID. The conversation delves into building trust through vulnerability and the power of personal branding in business. Craig emphasizes the importance of authenticity, using personal stories and experiences to differentiate in the market. He discusses the challenges of DIY marketing and the significance of understanding decision-making psychology. The episode highlights marketing strategies specific to engineers and entrepreneurs, encouraging open-mindedness and avoiding opinion questions. Craig concludes with advice on connecting with him and an overview of his published works.

(0:00) Introduction and building trust through vulnerability

(0:48) Sponsor: Sharpen the Spear Coaching

(1:15) Guest introduction: Craig Andrews and his Marine Corps background

(2:54) Transitioning from engineering to marketing; Craig's COVID battle

(6:26) Differentiation and personal branding in business

(13:23) Building trust with personal stories and authenticity

(19:03) Strategies and examples of successful business differentiation

(25:36) The power and impact of personal branding

(27:23) Marketing with personal flaws and unique experiences

(33:35) Overcoming ego for marketing vulnerability

(37:36) The importance of message order and decision-making psychology in marketing

(41:17) Challenges of DIY marketing and targeting the decision-maker

(47:27) Marketing patterns among engineers and entrepreneurs

(53:17) Avoiding opinion questions and embracing open-mindedness in marketing

(56:54) Connecting with Craig Andrews and his published works

(58:12) Closing remarks and final sponsor message