Building a StoryBrand 2.0

When I say survival, I’m talking about that primitive desire we all have to be safe, healthy, happy, and strong.

There is little action in life that can’t be explained by the opening and closing of various story gaps.

good messaging filter will remove all the stuff that bores our customers and will accentuate the aspects of our brand that will help them survive and thrive.

if you want to be different, choose Apple. The story they invited the public into involved (1) identifying what their customers wanted (to be seen and heard), (2) defining their customers’ challenge (that others didn’t recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartph

When giving a speech, position yourself as Yoda and your audience as Luke Skywalker.

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

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

Defining something the customer wants (to be a respected leader) and connecting it with the customer’s desire for survival (respect within a tribe) opened an enticing story gap for potential clients and, of course, coaching inquiries went up.

NEVER ASSUME PEOPLE UNDERSTAND HOW YOUR BRAND CAN CHANGE THEIR LIVES FOR THE BETTER. TELL THEM.