Building a StoryBrand 2.0

The goal for our branding should be that every potential customer knows exactly where we will take them:

chief desire of man is not pleasure but meaning. In fact, in his book Man’s Search for Meaning, Frankl argued convincingly that man was actually most tempted to distract himself with pleasure when his life was void of meaning.

we should be comforted by the fact that nearly all human beings have an enormous potential for generosity. Achieving an aspirational identity of being sacrificial actually helps us survive

Accumulating resources. If the products and services you offer help people make money or accumulate much-needed resources, that will quickly translate into a person’s desire for survival.

Gaining status, in any tribe, is a survival strategy. Status projects a sense of abundance that may attract powerful allies, repel potential foes

Gaining status.

Building social networks. If our brand can help people find community, we’ve tapped into yet another survival mechanism.

Conserving time.

Conserving financial resources. In order to survive and thrive, your customers may need to conserve resources.