Start with Who

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 The Challenger Sale by Matthew Dixon and Brent Adamson. The groundbreaking science, examples, and concepts in this book are delivered in easy-to-understand terms and designed to help drive meteoric success for sales, marketing, and recruiting professionals who have started or work for small to medium businesses. 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.

W. Craig Reed is the award-winning, New York Times bestselling author of Red November, The 7 Secrets of Neuron Leadership, and Tarzan, My Father, cowritten with the late Johnny Weissmuller, Jr. Reed served as a US Navy submariner and diver during the Cold War and earned commendations for completing secret missions, some in concert with SEAL Team One. Reed's military experience and inside contacts help infuse his writing with intrigue and realism and inspired his novel STATUS-6. Reed holds an MBA in marketing and is the cofounder of Us4Warriors, an award-winning veterans nonrofit. Reed serves on the Board of Aretanium, an employee productivity firm that leverages the neuroscience research in The 7 Secrets of Neuron Leadership.