Every business and brand suffers from at least one affliction impeding them from owning a more meaningful and profitable place in the world. Within Afflicted;Doug Harrison identifies 10 of these afflictions that business owners and sales professionals should actively avoid when presenting themselves to customers or clients.
Afflictions that harm a brand occur when individuals operate from a "first-person" mindset;focusing solely on their point of view and what they can offer a customer. According to Doug Harrison;business professionals must develop a "third-person" mentality that deeply empathizes with others and builds around the conclusions drawn by their audience. Companies lose many prospective clients by being an OverExplainer;Copy Catter;Feature Lister;Glorifier;Tactician;Day Jobber;Pillar Pitcher;Defender;Schmoozer;or Interrogator.
Within Afflicted;business owners and sales professionals will learn how to solve these afflictions through the Rise Framework-an approach that replaces worn out elevator pitches and generic marketing with an inspiring;tiered explanation of a brand's unique distinctions. Harrison's approach is defined by its Promise;Pillars;Proof Points;and Power Plant;while it cites the evidence of ten case studies to illustrate how quickly sales;marketing;operations and culture can be elevated when a brand realizes their full meaning and potential.
