In this episode of ThoughtWave, Dr. Aaron Dinin and Chris Leithe unravel the power and paradox of “free” in business strategy. They dive into why consumers flock to free donuts, how freemium models can fuel audience building, and why the true value of “free” is more than just giving things away—it’s about storytelling, trust-building, and creating memorable experiences.From Krispy Kreme giveaways to unconventional classroom experiments involving donut chapels, the duo dissects what makes free offerings effective and how businesses can strategically deploy them to drive growth. They also share actionable insights on leveraging free content, lead magnets, and even discounts to generate trust, build audiences, and craft viral stories.If you’ve ever wondered how to make “free” work for your business without undervaluing your product or service, this episode is a must-listen. And if ThoughtWave has inspired you to rethink how you give and gain value, share the podcast, leave a review, and let us know what topics you’d like us to explore next!Check out Dr. Dinin's Entrepreneur Office Hours newsletter.

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