Find Your Red Thread

just like you need a different outfit depending on whether you want to get in a good workout or have a night out with your friends. Every time your audience changes, or even when the same audience moves closer to acting on your idea, they need a different version of your message—one they can recognize as the answer to a new question in their minds.

My goal? Find a way to structure a story that would be simple enough for busy people to learn, remember, and apply easily, be flexible enough to cover multiple applications, and still capture the most critical elements, and benefits, of story.

Application, Outcome, and Audience Goal: Build the story of change people will tell themselves (so you can turn your idea into action, and maybe even change the world).

You may have one idea, but you can’t ever have just one message about it. There is no such thing as a “one size fits all” version of your message.

Problem: Your idea has and is a story, but stories and ideas aren’t the same. There’s always more than one way to talk about your idea. Truth: Situation drives story. What you say about your idea depends on whom you’re talking to and what you want to achieve. Change: Find the story that suits the situation. Action: Define the application, outcome,

people don’t just want the answer. They want their answer. They need to find their own way to your idea.

There are many other applications you or your business might use. Marketing messages and materials: Home page copy About Us page Social media bios White paper Positioning statement Market-level message Strategic sales conversations: Initial meeting or call Conversation or presentation with decision-makers or technical leads Final pitch Executive su

Goal. Problem. Truth. Change. Action. These five elements are the answers to the questions your brain—everyone’s brain—asks about ideas.

Your messages are the clothes you put on your “invisible person” of an idea, depending on your audience and the outcome you seek.