If Your Research Is Boring How Can Anybody Use It? - Gunny Scarfo, Ben Zeidler, Nonfiction

How much of the research that brands commission ever gets used? And isn't that the point?

Gunny Scarfo and Ben Zeidler set up Nonfiction Research in 2018 to do research in an unafraid way, a way that might just open a soul or two.  

We discuss:
- Having an "unassailable" research methodology
- Unusual experts such as bank robbers
- Building a research business like Non-Fiction with a clear set of values
- Insights they've discovered on their adventures  

You can find Nonfiction here: http://www.nonfiction.co

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Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com