The KEY to SELLING Today - Wisdom4Humanity with Patrick Mosher

5 Jul 2023 · 1 min

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Patrick Mosher ran a workshop for Pepsi's marketing team where employees shared personal stories about the brand. The emotional narratives revealed that Pepsi should sell the experience and connection, not just colored water. He advised them to feature these stories on their website instead of a product-focused redesign.

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I got called in at Pepsi with all the direct reports to the Chief Marketing Officer and we were asked to improve their website because they weren't getting good traction on it. And I was asked to do this. I'm like, I'm not a website guy. Why did you ask me to do this? You're the guy we call within Accenture to talk to Chief Marketing Officer and those kind of people. So just go in and do this. Like, I don't know what I'm doing. So I go in, all these people are sitting around, day-long workshop, and I said, so I want us to go around the room and I want you to tell a story a story of Pepsi in your life. So we heard one story, it was pretty light. The next person goes a little deeper. The next person goes like, we had Pepsi products at my wedding. And then the stories just start coming, tears and laughter. And I get to the end, I was like, okay, great. Now, is that on your website? And they're like, no. Put that on your website. What do you think you got— you're selling? You're not selling colored water. You're selling that, that experience.

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