241 - The SW4 Technique

Episode: 241

Episode Title: The SW4 Technique

What is the SW4 Technique, and how can it benefit you? Here’s why, coming up next on The Perna Syndicate.


Ep 241 show:

Hello and welcome to a new week on The Perna Syndicate! I’m your host, Mark Perna, and today I want to share with you a technique that had a tremendous impact on me early on in my career. 


It’s called the SW4 Technique, and it’s been adapted and changed by many different people. This concept is captured in four phrases that start with S and W, and it goes like this: some will, some won’t, so what, someone’s waiting. 


When you put yourself out there, trying to persuade someone that your idea or product or vision is the solution to their problem, you’re going to succeed with some people—and fail with others. Of course, there are emotions involved in this. The goal of the SW4 Technique is to help you put all of it into perspective in a productive way.


The truth is, all of us are marketers and salespeople. No matter what your official job title says, you’re always interacting with others and sharing the value of your ideas, plans, and goals at work. Any time you explain your perspective or educate someone on what they need, you’re marketing and selling. That’s why the SW4 Technique can benefit everyone, not just those whose jobs are officially in sales and marketing.


This week, I want to dive into each piece of this principle and unpack its hidden value for us as parents, educators, employers, and leaders. 


Tomorrow on the show, we’ll cover the first part of the SW4 Technique, “some will.” We’ll see you back here then on The Perna Syndicate!

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