is. you looked at larry winter, you know where he stands when he has a book that says grow a pair, you know exactly it s going to be direct. that message is very, very clear. you don t know larry very well. he s not direct at all. a shrinking flower over there in the corner. larry, one other thing i took from the piece, the idea that he listened to his customers. customers said this isn t the product i want and he listened and changed it. there are a lot of great business lessons in the video we just saw. he does listen to his customers and his customers determined what he was going to eventually sell. they sell the best. we should all listen to our customers. he hired a customer to run the front desk because the front desk needed that kind of expertise. there s a lot to learn from that. larry, jeffrey, thank you for this advice and discussion on this piece. you guys stick around, we have more with you in a minute. imagine what it must be like to come up with a business concept
was told to me this weekend. tell, don t sell. they walk the walk. they ve got the expert to talk to the customers. the customer who was an expert. always about being the brand that you are. being the promise that you want to deliver. that s what brand is all about. that and something you put on a cow or a horse. does fear work? absolutely. but every emotion works. it s just do you want your brand associated with that? certainly, there are companies, remember the y 2k scare when we got prepared and used that and nothing happened. the key thing for you, do you want fear associated with your brand, is it part of your message? does it relate back to what you do? lister mint is a great listerine. you can tell what brandy use. they use fear of cavities and halitosis and make sure you have good breath. there s lots of ways to use fear. that s interesting, larry. i was about to say the same thing. fear is not necessarily fear of a terrible disaster, but it could be fear of i m not
that moderate level of fear and give them a sense of control so they can mitigate their fear. if something happens, god forbid, i would want to be prepared for that. this company is clearly tapping into people s emotions. what can we learn that they did. two great guests to give us insight. marketing expert and change agent, the head of the hayesly group and larry wing et calls himself the pit bull of personal development. he s a best selling author and his latest book is called grow a pair. how to take back your life, business and sanity. larry, nice name. that is a memorable name for a marketer. great to see both of you guys. it s always great to be here. yeah. what i was thinking as i was watching this, a bunch of things about why they re successful. one of them was something that