Start with Who: How Small to Medium Businesses Can Win Big with Trust and a Story

Start with Who is a groundbreaking guide that provides science-based storytelling techniques for sales, marketing, and talent acquisition professionals.

Written by Matthew Dixon and Brent Adamson, this book offers a new approach to building customer and candidate trust using only twelve bullet points and a story.

With a foreword by Ken Blanchard, co-author of The New One Minute Manager, Start with Who is the next generation beyond business books written decades ago, including Simon Sinek's Start with Why and Gartner's The Challenger Sale.

This book provides easy-to-understand terms, touches of humor, and cutting-edge "trust-building" science to help drive meteoric success for sales, marketing, and recruiting professionals in small to medium businesses.

Over 90% of customers buy on trust, but only 3% of salespersons are trusted.

Start with Who takes storytelling to a new level by blending 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.

Don't miss out on this opportunity to transform your sales, marketing, and recruitment strategies with Start with Who.