Have you ever sat down with a friend to have a drink, only to have them spout off composed jargon that sounds as if it’s been rehearsed for years? Odds are, unless you have some quirky friends, probably not. Instead, that conversation is more than likely going to be authentic, honest, and engaging. In this episode, Jon Buchan explains why using a method that follows these principles works, and most importantly, how you can apply it to your business.