Apple doesn’t sell computers. It sells creativity.  

Or maybe it’s more accurate to say people don’t buy computers, they buy the story a company tells about them – that they’re creative, clever, responsible, or anything else that might matter.  

Shane Currey, the founder of PRIME Collective Australia, learned this while working in the luxury brand space – without a powerful story behind a brand name, a laptop is just a laptop. 

So how do you tell stories people want to believe?  And what about the stories you tell about the people within the business? Shane says the right narrative can be a ‘weapon of mass alignment,’ and he can help you point your people in the same direction.  

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The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.  

This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. 

The transcript and show notes can be found on our website here. 

Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.  

We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. 

Apple doesn&rsquo;t sell computers. It sells creativity.&nbsp;&nbsp;
Or maybe it&rsquo;s more accurate to say people don&rsquo;t buy computers, they buy the story a company tells about them &ndash; that they&rsquo;re creative, clever, responsible, or anything else that might matter.&nbsp;&nbsp;
<a href="https://www.linkedin.com/in/shane-currey-87305b1/?originalSubdomain=au">Shane Currey</a>, the founder of&nbsp;<a href="https://weareprimecollective.com/">PRIME Collective Australia</a>, learned this while working in the luxury brand space &ndash; without a powerful story behind a brand name, a laptop is just a laptop.&nbsp;
So how do you tell stories people want to believe?&nbsp; And what about the stories you tell about the people within the business? Shane says the right narrative can be a &lsquo;weapon of mass alignment,&rsquo; and he can help you point your people in the same direction.&nbsp;&nbsp;
+++&nbsp;
The Business Of podcast is brought to you by the University of New South Wales Business School, produced with <a href="http://deadsetstudios.com/">Deadset Studios</a>.&nbsp;&nbsp;
This episode is hosted by <a href="https://www.unsw.edu.au/staff/juliet-bourke">Dr Juliet Bourke</a>, with insights from <a href="https://www.unsw.edu.au/staff/barney-tan">Professor Barney Tan</a>.&nbsp;
The transcript and show notes can be found on our website <a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast">here</a>.&nbsp;
Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at <a href="https://www.businessthink.unsw.edu.au/">BusinessThink</a> and follow <a href="https://www.linkedin.com/school/3274515/">UNSW Business School</a> and <a href="https://www.linkedin.com/school/agsm-nswbusinessschool/">AGSM</a> on LinkedIn.&nbsp;&nbsp;
We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made.&nbsp;

As the pace of organisational change speeds up, a new generation of leaders is emerging who see the world differently. They are finding ways to grapple with complexity and make an impact in an accelerating world. What can we learn from them? In The Business Of, a podcast from UNSW Business School, a diverse group of business leaders from the corporate, start-up, government, and for-purpose sectors share their lived experiences in building businesses that can ‘do well’ and ‘do good’. 

Host Dr Juliet Bourke, a UNSW Professor of Practice in the School of Management and Governance, speaks with leaders from a range of industries unpacking the complexities of business of art, sports, AI, climate change and more.  

Wherever business practices are shifting UNSW researchers and academics are there, and in The Business Of you also learn about the global forces, competing interests and new trends influencing everyday decisions.  

Professor Frederik Anseel, Senior Deputy Dean at the UNSW Business School will help you make sense of all the moving parts through the latest research at the world’s top universities. He breaks down how that research equips leaders to make better decisions, build better teams and make a real impact. 

If you’re curious about the way business works, The Business Of can introduce you to contemporary industry practices and take you inside the minds of leaders as they figure out what’s next.  

Find out more - 

https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast

https://www.businessthink.unsw.edu.au/

As the pace of organisational change speeds up, a new generation of leaders is emerging who see the world differently. They are finding ways to grapple with complexity and make an impact in an accelerating world. What can we learn from them? In The Business Of, a podcast from UNSW Business School, a diverse group of business leaders from the corporate, start-up, government, and for-purpose sectors share their lived experiences in building businesses that can ‘do well’ and ‘do good’. 
Host <a href="https://www.unsw.edu.au/staff/juliet-bourke">Dr Juliet Bourke</a>, a UNSW Professor of Practice in the School of Management and Governance, speaks with leaders from a range of industries unpacking the complexities of business of art, sports, AI, climate change and more.  
Wherever business practices are shifting UNSW researchers and academics are there, and in The Business Of you also learn about the global forces, competing interests and new trends influencing everyday decisions.  
<a href="https://www.unsw.edu.au/staff/frederik-anseel">Professor Frederik Anseel</a>, Senior Deputy Dean at the UNSW Business School will help you make sense of all the moving parts through the latest research at the world’s top universities. He breaks down how that research equips leaders to make better decisions, build better teams and make a real impact. 
If you’re curious about the way business works, The Business Of can introduce you to contemporary industry practices and take you inside the minds of leaders as they figure out what’s next.  
Find out more - 
<a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast">https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast</a>   
<a href="https://www.businessthink.unsw.edu.au/">https://www.businessthink.unsw.edu.au/</a>

AGSM's 'The Business Of’ podcast examines the possibilities of transformation from the perspective of different industries.

The Business Of

As the pace of organisational change speeds up, a new generation of leaders is emerging who see the world differently. They are finding ways to grapple with complexity and make an impact in an accelerating world. What can we learn from them? In The Business Of, a podcast from UNSW Business School, a diverse group of business leaders from the corporate, start-up, government, and for-purpose sectors share their lived experiences in building businesses that can ‘do well’ and ‘do good’. 

Host Dr Juliet Bourke, a UNSW Professor of Practice in the School of Management and Governance, speaks with leaders from a range of industries unpacking the complexities of business of art, sports, AI, climate change and more.  

Wherever business practices are shifting UNSW researchers and academics are there, and in The Business Of you also learn about the global forces, competing interests and new trends influencing everyday decisions.  

Professor Barney Tan, the Senior Deputy Dean for Impact and Partnerships at the UNSW Business School, will help you make sense of all the moving parts through the latest research at the world’s top universities. He breaks down how that research equips leaders to make better decisions, build better teams and make a real impact. 

If you’re curious about the way business works, The Business Of can introduce you to contemporary industry practices and take you inside the minds of leaders as they figure out what’s next.  

Find out more - 

https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast   

https://www.businessthink.unsw.edu.au/ 

As the pace of organisational change speeds up, a new generation of leaders is emerging who see the world differently. They are finding ways to grapple with complexity and make an impact in an accelerating world. What can we learn from them? In The Business Of, a podcast from UNSW Business School, a diverse group of business leaders from the corporate, start-up, government, and for-purpose sectors share their lived experiences in building businesses that can &lsquo;do well&rsquo; and &lsquo;do good&rsquo;.&nbsp;
Host <a href="https://www.unsw.edu.au/staff/juliet-bourke">Dr Juliet Bourke</a>, a UNSW Professor of Practice in the School of Management and Governance, speaks with leaders from a range of industries unpacking the complexities of business of art, sports, AI, climate change and more.&nbsp;&nbsp;
Wherever business practices are shifting UNSW researchers and academics are there, and in The Business Of you also learn about the global forces, competing interests and new trends influencing everyday decisions.&nbsp;&nbsp;
<a href="https://www.unsw.edu.au/staff/barney-tan">Professor Barney Tan</a>, the Senior Deputy Dean for Impact and Partnerships at the UNSW Business School, will help you make sense of all the moving parts through the latest research at the world&rsquo;s top universities. He breaks down how that research equips leaders to make better decisions, build better teams and make a real impact.&nbsp;
If you&rsquo;re curious about the way business works, The Business Of can introduce you to contemporary industry practices and take you inside the minds of leaders as they figure out what&rsquo;s next. &nbsp;
Find out more -&nbsp;
<a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast">https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast&nbsp;</a> &nbsp;
<a href="https://www.businessthink.unsw.edu.au/">https://www.businessthink.unsw.edu.au/</a>&nbsp;

Shane Currey is obsessed with stories and he’s on a mission to help business leaders craft more compelling and affecting narratives. You’re his next student.  

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