Paul Larache

So we're going to start again.

Thanks so much for having me, John.

I'm excited to be here.

Yeah, I was super glad to have you.

And you bring a great energy to just the introduction, so I can't help but be pumped.

Sure.

Well, as you mentioned, most of my career was spent in the broadcast business, in radio.

And I used to work with big companies that worked with big agencies in Toronto.

And then I eventually owned my own radio stations and ended up having five radio stations that I exited with a few years ago, but also had two marketing agencies and one of those we actually just sold.

So most of my life has been talking about marketing and branding and advertising to potential advertisers, both big and small.

And the book came about because over the years, no matter it seemed, if we were talking in a boardroom with C-level offices or just talking to a small business on the street, they often didn't understand some of the basic

tenants of branding.

And when it comes to marketing and branding, usually the first thing people want to do is talk about all the features and the facts and the great things that their product is.

But unfortunately, and this being true, proven time again, and I use many case studies in the book, it doesn't work.

You have to talk

on an emotional level, and you have to talk to your subconscious brain, which in the book I called the old brain.

So really, this came about to be a one hour presentation that we would do to often marketing experts that sometimes didn't even know this.

But often it was clients to give them a hack on understanding within an hour, not getting into too heavy with neuroscience and

uh you know all of these things that have to do with you know studying deep into books and giving it to them in an easy to understand way with some metaphors so that's where it came about people seem to react really well and said yeah now it clicks i understand that and

write a book about it.