How Resilient Brands Use Story to Transform Setbacks into Comebacks
It starts with a catastrophe, a plot twist we never expected. Maybe something big, so big it makes the news. An act of war or terrorism, a natural disaster. Or maybe something more…
Prepare to Overcome Naysayers on Your Creative Journey
Marissa Meyer didn’t just dislike the idea. She thought it was downright creepy. Yet there was something creepily brilliant about what Paul Buchheit had just suggested. For years, Buchheit had been working on a…
How to Live by Your Unique Value Proposition
Sometimes a facepalm just doesn’t do some mistakes justice. I recently presented to an enterprise customer. He is the ideal candidate for our product and services. I spent several days…
How to Grow Your Business Without Changing Who You Are
Why do people respect some brands more than others? Why are some businesses consistently busy, while others flounder? In today’s crowded marketplace, it might seem impossible to get your message…
How Story Shapes Help You Share Your Unique Value Proposition
Stories are powerful tools that can trigger responses both neurologically and physically in us. They’re mechanisms for communicating meaning which are easily recalled and shared. That’s why stories have been used to…
Your Internal Story Shapes Your Brand Success
We all know that it takes a compelling story to stand out in a crowded marketplace and attract ideal clients. But what happens when your internal story doesn’t match your…
Finding Your Competitor Differentiation Story
How is your business different from your competitors? One of the things I learned from interviewing dozens of professional buyers was that they think competitors (in just about every space)…
Understanding Your Business Narrative, so Customers Know Where They Fit
This time last week I was on stage with Elton John. On. The. Freakin’. Stage. To put the excitement I felt then, & still feel now, into context: I’ve seen Sir…
How to Find the Story in Your Story
Enjoy the adventure of your craft I was pretty fearless in my teens and twenties. I figured out how to get myself to Switzerland as an exchange student at sixteen,…
Who are You For in Your Brand Story?
No, really — who are you for? (And before you get all fidgety about “who” versus “whom,” I know it’s “whom.” But few of us talk like that in real…
