3: Tom Asacker: The Sooner You Forget About Starting With Why, the Better, and Other Keys to Getting Consumer-Centric

“Nothing is going back to the way it was. Ever. There are major trends going on here that are changing not only the marketplace, but how the consumer’s minds work, their thought process.”

– Tom Asacker


This episode is JAM-PACKED with super important takeaways to be successful in business today. Seriously, it’s a must listen! In our conversation, Tom and I deep dive into two, mainstream philosophies of brand-building and sales: considering your target consumer differently and our prioritization of the all-important ‘why.’ Be prepared to change how you see the process of being remarkable to your target end consumer. This show brings to light what works today to engage the right end consumer and cater uniquely to their preferences (including their preferred channels). We also discuss the psychology of end consumer decision-making today. And, you won’t want to miss Tom’s take on the importance of redesigning the very structure of your company. You can’t achieve results in a very different business and consumer landscape, operating with the same business structure you currently have. It’s the design of a business that delivers results: nothing more, nothing less. It’s time to flip our priorities from being concerned about how to get in front of people, and instead focus on figuring out how to enhance your consumer’s identity and how to bring that to life. Listen in and let’s do this!


Tom asacker

Often described as a catalyst for change and a strategist for success, and acclaimed for his no-nonsense style, Tom Asacker is the author of The Business of BeliefOpportunity ScreamsA Little Less Conversation and A Clear Eye for Branding, groundbreaking books that redefine business and communication for the new age of abundance.

For the past ten years, Tom has been advising leaders that the traditional engines of growth have run out of steam. He views today’s world of complexity and change as a large-scale manifestation of many emergent events, trends and behaviors. The changes we’re living through require a new viewpoint and approach, laser focus on the right things, and a drive to make a different result happen by taking new and different actions.

Ultimately, according to Tom, “Attention is pretty much today’s battlefield.” World-class companies including Procter & Gamble, UPS, and G.E. have called on Tom to shake up their people, fill them with ideas and charge them with inspiration. He is an author, speaker, consultant, entrepreneur, and he’s done his time in the chair in corporate America. He’s lectured on strategic communication, the customer experience, and marketplace trends. Ultimately, he’s an innovation guy.


how the internet has both created opportunity and fracturing, consumer decision-making, challenging the notion that “why” is more important than “what” or “how,”the importance of identity, understanding your customer vs. understanding your brand, the hidden logic of what motivates behavior


“Nothing is going back to the way it was. Ever. There are major trends going on here that are changing not only the marketplace, but how the consumer’s minds work, their thought process.”

“You’ve got to know who you are and know what you stand for instead of trying to let the wind of the marketplace blow you around.”

“If you’re a passion brand, the question is do you know that the people out there want what you have? Do you know how to appeal to them? Do you know where they are? Do you know how to reach them? Do you know how to talk to them? Do you know how to continue to add value to them? Because if you don’t do that, somebody else is going to.”

“(In today’s marketplace), it’s more important to be different than it is to be better.”


Have questions or ideas for Kristin and the Channel Mastery podcast? Email: podcast@channelmastery.com

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