In episode 399, Tom Asacker shares insights from his experience as a business owner,
innovator, and professional magician. He emphasizes the need to understand and fulfill
people's desires in order to be persuasive and influential.

Tom talks about the power of having fun and enjoying the process in achieving success.
He explores the role of doubt and skepticism in innovation and explains how curiosity and embracing the unknown can lead to breakthroughs. Bradley inquires about the process and learnings from Tom’s podcast, "I Hear Dead People,” alongside the future of learning.

Key Insights / Takeaways
• Understanding and fulfilling people's desires is key to persuasion and influence
• Why innovation cannot be forced; it must be allowed to emerge through curiosity,
experimentation, and learning
• Why desire is the driving force in the marketplace
• Improved self-awareness requires individuals to genuinely want to change
• The podcast 'I Hear Dead People' explores the ideas and philosophies of influential
figures through fictional interviews, providing an entertaining and educational experience.
• Tom's upcoming book 'Unwinding Want' aims to help people uncover their true desires
and eliminate regrets by unraveling the psychological hypnosis that keeps them stuck in
patterns they don't truly want.

Chapters
00:00 The Path to Magicianship
05:59 Understanding Desires for Persuasion and Influence
11:56 Embracing Curiosity and the Unknown for Innovation
31:50 The Podcast 'I Hear Dead People'
38:18 Uncovering True Desires and Eliminating Regrets

This episode is brought to you by The Simple Sales Pipeline® —the most efficient way to organize and value any construction sales rep's roster of customers and prospects in under 30 minutes once every 30 days.

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If you enjoyed this podcast, please leave a review on Apple Podcasts. Your feedback will help us on our mission to bring the construction community closer together.

If you have suggestions for improvements, topics you'd like the show to explore, or have recommendations for future guests, do not hesitate to contact us directly at info@bradleyhartmannandco.com.

In episode 398, a 2016 ESPN article written by Ethan Sherwood Strauss has been converted into a vivid and engaging case study illustrating the laws of power, influence, persuasion, and value—including what to do and what not to do.

The case study examines Steph Curry's rise to fame and his disillusionment and feelings of disrespect from the leaders at Nike. His decision to sign with underdog Under Armour (UA) over Nike has redirected billions of dollars over the years—and will continue to do so as Curry will sign a lifetime deal with UA.

This episode reveals how Nike missed the shifting NBA trend away from back-to-the-basket offense and toward historic long range accuracy beyond the three-point line. The story also reveals one path toward developing trust through an unlikely source in character of Kent Bazemore, an undrafted 12th-man from Old Dominion University.

This case study involving Steph Curry, Nike, and Under Armour is a story about life: How to build trust, developing strong relationships, and adaptation to dynamic industry changes.

KeyTakeaways/Insights

•Delivering value first through helpfulness and persistence pays off over time.

•Documenting and challenging assumptions enables you to monitor trends and position yourself to gain advantages from industry shifts.

•Never underestimate the power of social proof ; allow others to promote your products and services

•Innovation can come from unexpected places if you're open-minded

•Market leadership can lead to complacency, causing undercapitalized underdogs to connect with rising stars

•Inattention to strong relationships increases your vulnerability to competitors

Chapters

0:00:00 Underutilized Strategy in Plain Sight: Curry and the 3-point line

0:05:24 Anatomy of a Trainwreck: Nike’s sales pitch to Curry

0:09:27 The Kent Bazemore Principle: Curiosity by proxy

0:13:03 Under Armour’s unconventional strategy

0:21:48 The Underdog Advantage

0:25:51 Nike defends

This episode is brought to you by The Simple Sales Pipeline® —the most efficient way to organize and value any construction sales rep's roster of customers and prospects in under 30 minutes once every 30 days.

***

If you enjoyed this podcast, please leave a review on Apple Podcasts. Your feedback will help us on our mission to bring the construction community closer together.

If you have suggestions for improvements, topics you'd like the show to explore, or have recommendations for future guests, do not hesitate to contact us directly at info@bradleyhartmannandco.com.

Episode 397 features an all-star lineup of leaders sharing their wisdom and experience from a recent training event held by Bradley Hartmann & Co.

The panel includes:

• Brent Hull of Hull Works
• Matthew Schmidt of PulteGroup
• Andrew Cooper of Toll Brothers
• Bobby Krueger of The Krueger Group
• Adam Lingenfelter of Lingenfelter Custom Homes
• Dave Reichert of Davis-Hawn Lumber and Architectural Millworks

This episode is brought to you by The Simple Sales Pipeline® —the most efficient way to organize and value any construction sales rep's roster of customers and prospects in under 30 minutes once every 30 days.

***

If you enjoyed this podcast, please leave a review on Apple Podcasts. Your feedback will help us on our mission to bring the construction community closer together.

If you have suggestions for improvements, topics you'd like the show to explore, or have recommendations for future guests, do not hesitate to contact us directly at info@bradleyhartmannandco.com.