"This is a metaphor for a brand-to-customer conversation. The brand will be played by the ogre, Shrek, and the customer will be played by his stalwart friend, Donkey. The brand wants to define itself. They want to put their position out there and say what they are, but the customer is reflecting back how they’re experiencing the brand and they have their own story. It goes a little something like this. ‘You know, for your information, there is a lot more to ogres than people think.’ ‘Example?’ ‘Ah, okay. Ogres are like onions!’ ‘They stink?’ ‘No!’ ‘Oh, they make you cry?’ ‘No!’ ‘Oh, you leave them out in the sun and they get all brown and start sprouting little white hairs?’ ‘No! Layers! Onions have layers! Ogres have layers.’”"

- Tristan Bishhop

"My favorite sales book? Harvey Mackay’s Swim with the Sharks Without Being Eaten Alive. Why? Well, it’s the only sales book I ever read."

- Tristan Bishhop