🧩 4 simple steps for successful storytelling

Story is such a high leverage investment because it gives your team a framework for how to deliver a truly differentiated experience people talk about.

Think of it more like an operating system than a one-off campaign; one that helps teams prioritize new features, copy, & goals to make their brand unforgettable.

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

As he said, story is a sense-making device. It identifies a necessary ambition, defines challenges that are battling to keep us from achieving that ambition, and provides a plan to help us conquer those challenges. When we define the elements of a story as it relates to our brand, we create a map customers can follow to engage our products and serv

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The first mistake creative and entrepreneurial people make is being too optimistic about the ability of their audience to retain the information they are given.

Anytime you are pitching or presenting work, you are competing with every other idea, piece of information and decision that is trying to occupy your audience's mind. They are constantly eva

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