Start with Who

Start with Who represents the next generation beyond Simon Sinek’s Start with Why and Gartner’s The Challenger Sale—written by Matthew Dixon and Brent Adamson—and includes groundbreaking science, concepts, and templates that can help drive rapid success for sales, marketing, and recruitment within small to medium businesses.
Ken Blanchard, co-author of The New One Minute Manager, says Start with Who is “thought-provoking” and “shows business, marketing, and sales professionals how to persuade any client with just twelve bullets and a story.”
Start with Who, with a foreword by EOS Visionaries Mike Paton and Mark O’Donnell, is the next generation beyond business books written decades ago, including Simon Sinek’s Start with Why and Gartner’s The Challenger Sale. The groundbreaking science, examples, and concepts in this book are delivered in easy-to-understand terms, mingled with touches of humor, and designed to help drive meteoric success for sales, marketing, and recruiting professionals who have started or work for small to medium businesses. Executives at larger firms can also benefit greatly from the cutting-edge “trust-building” science, storytelling techniques, and proven sales enablement approaches described within these pages.
Over 90 percent of customers buy on trust, but only 3 percent of salespersons are trusted. Start with Who takes science-based storytelling for sales, marketing, and talent acquisition to a new level by showing you how to blend Aristotle’s Persuasion Model, business neuromarketing, the educational 4MAT system, and a new approach to the Three-Act Play to build customer and candidate trust with only twelve bullet points and a story. All salespersons know that “facts tell and stories sell.” Having trained and coached thousands of sales and marketing professionals for leading firms, New York Times bestselling author W. Craig Reed leverages decades of experience to help individuals hone their messaging down to a few short bullet points presented in a compelling yet easy-to-understand story format designed to teach, persuade, and drive action.

William Craig Reed is the New York Times bestselling author of several award-winning books including The 7 Secrets of Neuron Leadership (Wiley), Red November (HarperCollins), and Spies of the Deep: The Untold Truth About the Most Terrifying Incident in Submarine Naval History and How Putin Used The Tragedy To Ignite a New Cold War (Post Hill Press). Reed served as a U.S. Navy submariner and diver during the Cold War and earned commendations for completing secret missions, some in concert with SEAL Team One. Reed serves on the board of directors for RemotelyMe, the leading company in ChatGPT neuroscience-personalization for recruiting and sales. He holds an MBA, certifications in marketing and leadership, and a neuroscience certification from Harvard University. Reed has launched three successful startups acquired by Intel, NetApp, and Helius, and helped a dozen other firms achieve similar success. As an executive consultant, Reed’s clients have included Avnet, Booz Allen Hamilton, Cisco, HP, Oracle, SAP, Visa, and many others.