Gone are the days where brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences' needs and wants must be part of the product or brand that is being communicated. 

In this episode, Dr. James Piecowye and Paul Kelly talk about how to sell stuff. The reality is, the model for engaging with audiences to sell to them has not changed, what has changed is how we use the model. By rethinking our flywheel of sales and thinking audience first, not product, we can have a profound impact on our marketing outcomes.