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Test The motivational core
Agenda
1st QUESTION: What is the main difference between traditional business communication and that of transcendent organizations?
Initiate the dialogue by exposing their philosophical beliefs and reasons
Describe in detail what they manufacture and their internal processes
Focus solely on the quality of its components
Maintain a completely technical and emotionless communication
2nd QUESTION: What do exceptional organizations seek to activate in order to generate deep loyalty?
Increase the technical complexity of the product
Focus on competing on low prices
Improve structural components
Engage limbic regions to generate deep loyalty
3rd QUESTION: What is the risk for a firm that focuses only on tangible specifications and features?
Enables clear differentiation from competitors
Turns the offer into a vehicle for a utopia
Subjecting the company to a price war where anyone can copy it
Ensures emotional loyalty
4th QUESTION: What kind of messages dissolve the analytical frictions of the human brain?
Meticulously describe technical specifications
Avoid talking about purpose
Sentiment-laden and motivational messaging
Constantly lowering prices
QUESTION 5: Why do people choose to become financially involved with certain brands?
Looking for brands that act as banners of their struggles and values
They only buy for lower price
Prioritize technical characteristics over ideals
Buy solely on availability
6th QUESTION: How are campaigns perceived when communication is shifted towards conviction of origin?
Are perceived as invasive sales attempts
Your campaigns are seen as invitations to be part of a community
Decrease customer retention
Generate only analytical market response
7th QUESTION: What transforms a simple corporation into an inspirational entity?
Increase the complexity of internal processes
Prioritizing technical specifications in your message
Operating from the outside to the core
Operate from the core to the outside showing convictions
8TH QUESTION: According to the text, what do people buy instead of simple objects?
Simple objects without meaning
Authentic motives and entities upholding clear ideals
Only products with the best technology
Brands with higher discounts
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