Our guest today is Dr Wei-Shin Lai from Acoustic Sheep – the world's first headphones designed specifically to be worn when you sleep, cleverly known as sleep phones. As a family doctor Wei-Shin would often receive phone calls from patients in the middle of the night and then struggle to get back to sleep. She tried listening to music but the headphones were so uncomfortable...she invented this ingenious pair that comfortably wrap-around your head and are perfect for sleeping. Brilliant idea!Today we chat with Wei-Shin about how she secured huge PR success over the past 10 years and even though she has used PR agencies she’s a big advocate of doing it yourself, as a founder.There are three words that you need to remember today – Why, How and What. In that order. And as Dr Wei-Shin Lai explains this is how you need to present your business or brand to get engagement. She talks about the ‘why’ being the soul of the brand. The story, the emotional connection and you always need to lead with that. And Dr Wei-Shin Lai has a great story. Your story is your most powerful ally – and it should run through your website, packaging, all elements of your brand. The ‘how’ and the ‘what’ follow on from that...