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He had the best product. The quality was "best-in-class". And he still lost the deal to a flashy competitor selling cheap materials and a "brand story".

This is the frustrating, soul-crushing feeling when you know you have the better solution… but you still lose.

Why? Because you are selling WHAT you do. But people don't buy WHAT you do; they buy WHY you do it.

This immersive narrative audiobook brings the world-altering idea from Simon Sinek's classic, "Start With Why," to life. Follow the story of Ben, a craftsman who feels like a fraud , as he goes from selling furniture to leading a movement.

In this episode, you will discover:

• THE BIOLOGICAL ERROR: Why selling features and logic (the WHAT) speaks to the wrong part of the brain —and guarantees you will lose to someone selling a feeling.

  
  

• THE DISCOVERY PROCESS: How to find your WHY—not by inventing it, but through an "archeological dig" into your own past , just as Ben found his in his grandfather's workshop .

  
  

• THE LOYALTY FILTER: How to use your WHY as a "Celery Test" to make decisions, build an authentic culture , and gain the discipline to say NO to profitable, but wrong, opportunities.

  
  

• THE TIPPING POINT: Why you must stop chasing the "mass market" and first inspire the "Early Adopters" —the loyal tribe that will cross "the chasm" for you.

  
  

(Disclaimer: This is an original narrative and commentary, created for educational purposes and is not affiliated with the original author or publisher.)

FOLLOW THE PODCAST: If you're ready to stop selling products and start leading a movement, hit "Follow" right now.LEAVE A 5-STAR RATING: If this story helps you find your WHY, a 5-star rating helps us reach more leaders just like you.SHARE: Know someone with a great product who is struggling to be seen? Share this episode.

Keywords: Simon Sinek, Start With Why summary, The Golden Circle, finding your why, leadership, marketing, branding, entrepreneurship, personal development, business strategy, company culture, customer loyalty, audiobook, full audiobook, storytelling audiobook, business parable.