In this episode of the Legend Effect Podcast, host Howie Chan interviews Katelyn Bourgoin, the buyer psychologist, creator of the acclaimed Why We Buy newsletter, who has built an audience of 280,000 marketing geeks around the world.

They delve into Katelyn's tough but life-changing journey of  building and shutting down a venture-backed startup, creating a new path that aligned with her dreams, as well as some game-changing buyer psychology concepts to help you build authority and become influential.

The discussion emphasizes the importance of garnering the right type of attention because attention is the gateway to trust, and trust is the gateway to everything else. Katelyn provides buyer insights, some challenging but necessary questions, and practical techniques to help you become unignorable, influential, and sell more.

Episode Breakdown:

03:12 How Katelyn ended up killing her startup

07:07 The crazy surprises that came afterward

13:53 The birth and evolution of Customer Camp

18:27 How ‘Why We Buy’ became the business

23:33 Jobs to be done and other customer insights that shaped Why We Buy

27:36 Using behavioral science to influence others (including toddlers)

31:07 The difference between influence and attention

33:05 The hard choice behind building authority and becoming influential

37:32 How to become Unignorable

43:11 The role of reactance, envy, and mimetic desire in our choices

49:04 The 7 F's of attention and other techniques for building influence

59:02 Why shortcuts sabotage your influence

1:04:21 Wallet-opening words and numbers

1:08:19 The 80/20 of influencing buyers

1:09:51 A letter to Katelyn Bourgoin’s younger self

From Our Guest:

Website

LinkedIn

X

Join over 63,353 marketing geeks in the Why We Buy Newsletter.

Get the book, Wallet-Opening Words.

Check out Katelyn's blog post about killing her startup.

Participate in Katelyn's Pre-selling with Pre-suasion email challenge.

Want prospects to become customers and passers-by to become fans?

Sign up for Behavior Blueprint, my FREE 7-day email course.

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

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In this episode of the Legend Effect Podcast, host Howie Chan interviews Sam Horn, founder of the Intrigue Agency, an award-winning author, sought-after keynote speaker, and a true legend when it comes to storytelling and intrigue.

They delve into the nitty-gritty details of storytelling, sharing effective techniques to tap into your unique stories–and hook and hinge them back to your audience. The discussion emphasizes  that clarity is a superpower no matter what you're creating.

Sam provides a step-by-step process to help you take the ideas and messages that are in your head, your gut, or your heart and turn them into something clear, compelling, unique, and memorable, so you can make the impact you want in the world, in the face of AI.

Episode Breakdown:

03:48 Instructions to follow along with Sam's workshop

05:48 The first step of storytelling: clarify your story

08:43 The structure of a page-turner book

11:40 The 5 questions for a compelling intro

20:44 Draw inspiration from your benchmark books

24:18 The crucial importance of human intelligence (HI)

30:04 Tapping into your unique stories

38:39 How to unpack your story, then hook and hinge it

45:00 The value of putting humanity back into communications

49:31 Be engaging with something contrarian

55:20 How to make a real impact with your content

1:00:03 The power of writing an evergreen book

1:08:47 A letter to Sam Horn’s younger self

From Our Guest:

Website

LinkedIn

Youtube

Facebook

Instagram

Get the book, Tongue Fu!

Want to go from unknown to unforgettable in 44 simple steps?

Check out my Personal Brand Checklist.

Legendary Quotes:

“ If you want to be a thought leader, if you want to have a career 10 years from now, invest the effort right now to have HI, human intelligence, not AI.” – Sam Horn

“If you want to build your brand [or] command the attention of the world, you will not be content to be common [... or] one of many. They can get that anywhere. And where are you uncommon and one of a kind? With your real life.” – Sam Horn

“If people are saying the story is fluff, it's because we never use the personal story as a meaningful metaphor that motivates people to reflect.” – Sam Horn

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan interviews Frankie Russo, a serial entrepreneur with a proven track record for using Imagination and Ingenuity to foster continuous growth.

They delve into what's missing for you to truly find what lights you up and gives you a competitive edge: your weird. They also touch upon the concept of failure as a gift, the incredible power of your child self, and what it takes to unlock your growth. The discussion emphasizes that neither knowing your WHY nor helping others unconditionally is enough, we must also embrace our weird.

Frankie provides an actionable and low-pressure way to figure out your WHY, your weird, and your genius as he guides Howie through the questions to discover it all for himself. He also presents us with a way to unlock continuous growth and how to reclaim our biggest superpower.

Episode Breakdown:

03:47 The culmination of Frankie's WHY

05:05 Staying sober and the concept of the limitless drug

09:33 The game-changing missing component: your weird

11:18 A simple way to figure out your WHY without all the pressure

17:27 Frankie leads Howie through some thoughtful questions to find his weird

24:08 Unlocking Howie's genius and what lights him up

28:00 The stagnation spiral that makes it hard for us to unlock our genius

29:29 What creates a real legend–you can learn from them

33:55 The importance of finding the neutral zone

36:23 How the first time Frankie hit rock bottom allowed him to grow

42:34 Change your relationship with failure for continuous personal growth

45:02 The first steps to take the leap to grow and be successful

47:37 The power of reconnecting with your weird at 5 or 6 years old

52:56 A letter to Frankie Russo’s younger self

From Our Guest:

Website

LinkedIn

Get the books, The Art of Why and Breaking Why.

Tune into Frankie's podcast, The School of Weird.

Want to master your mindset?

Enroll in my 7-day Mindset Mastery: For Corporate Dropouts Turned Business Owners email course.

Legendary Quotes:

“ What I have found no matter what you do, is that you have to have a duality with your why, but also your weird, that's the key because your weird is that unique thing that only you own, and the magic is when you put the two together, I call it your genius.” – Frankie Russo

“ The industrial revolution is what created a lot of WHYs and what killed a lot of weird. But the people that go inside the Matrix, and know their WHY and they're weird and they live that out, are the people that change everything.” – Frankie Russo

“ I tell people all the time, we think that growth comes from success, but the truth is it comes from failure.” – Frankie Russo

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.