The Smell of Memory with scent designer Dawn Goldworm

A Bit of Optimism

The Optimism Company from Simon Sinek

Self-improvement, Careers, Business, Management, Education

4.8 • 1.9K Ratings

🗓️ 30 July 2024

⏱️ 55 minutes

🔗️ Recording | iTunes | RSS

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Summary

Our sense of smell has the deepest tie to emotion and memory. But it's also the most overlooked. In business, that's a giant missed opportunity.

Dawn Goldworm knows how to use scent to evoke emotion and create loyalty. From Lady Gaga to Ferrari to books, Dawn designs signature fragrances that allow customers to connect with brands in a more meaningful way. A perfumer turned entrepreneur, her company 12.29 works with some of the biggest names in hospitality, fashion, automotive, and beyond.

Many years ago, Dawn helped me create the Scent of Optimism. I was excited to talk with her about what it takes to compose a new smell from scratch and why smell has the unique ability to make a brand instantly memorable.

This...is A Bit of Optimism.

To learn more about Dawn and her work, check out:

12.29

See omnystudio.com/listener for privacy information.

Transcript

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0:00.0	For all our senses, our sense of smell is most strongly linked to our memory.
0:05.0	In an instant, a scent or a fragrance can transport us somewhere else, take us back in time.
0:10.0	But scent is also the most overlooked of the senses, especially in business, which is just a giant missed opportunity.
0:19.0	Stay tuned.
0:31.2	It started with a backpack at the 1996 Centennial Olympic Games, a backpack that contain a bomb. While the authorities focused on the wrong suspect, a serial bomber planned his next attacks, two abortion clinics and a lesbian bar.
0:39.0	But this isn't his story, it's a human story, one that I've become entangled with.
0:47.0	I saw as soon as I turned the corner, basically someone bleeding out.
0:51.0	The victims of these brutal attacks were left to pick up the pieces, forced to explore the gray
0:55.4	areas between right and wrong, life and death.
0:58.7	Their once ordinary lives and mine changed forever.
1:02.1	It kind of gave me a feeling of pending doom.
1:05.0	And all the while, our country found itself facing down a long and ugly reckoning
1:10.0	with a growing threat.
1:11.0	Far right, homegrown religious terrorism.
1:15.0	Listen to Flashpoint on the I Heart Radio app, Apple Podcasts, or wherever you get your
1:20.8	podcasts.
1:22.0	In the Summer of 2020, in or wherever you get your podcasts.
1:23.0	In the summer of 2020, in the small mountain town of Eidelwild, California,
1:29.2	five women disappeared in the span of just a few months.
1:34.7	Eventually, I found out what happened to the women,
1:37.6	all except one.
1:39.7	A woman named Lydia Abrams, known as Dea.
	...

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