For example, Redbull’s value is to energize sports lovers (which is Redbull’s brand promise); stories of extreme sports share the same value of the brand. The Change vs. The Problem You shouldn’t start your narrative with “the problem.” When you assert that your prospects have a problem, you generally risk putting them on the defensive. Also, your audience may be unaware of the problem or uncomfortable admitting they suffer from it.
Go with a change instead. How that change affects them, how it scares them, and where small business email list they see opportunities. Most importantly, you catch their attention. The Hero And The Mentor Your company is not the protagonist of the story. The customer is. The hero is the prospective customer. Therefore, never kicking off any kind of narrative, including a sales email or presentation, by talking about your brand, your product, your headquarters locations, investors, clients, or anything about yourself.
You are the mentor, and your mission will be to guide the hero to the final reward. Stage 3: The Story Design Strategic Narrative – Story design Strategic Narrative – Story design The story design is a simplified summary of the different frameworks presented in the previous episode, even if this model got particularly inspired by the work of Andy Raskin. I consider the following media to deliver the story: A sales or strategy deck An interactive experience An email/post on LinkedIn Your web pages First Step Of The Journey: The Ordinary World And The Change As we’ve seen, never kick off a strategy or sales story by talking about your product, headquarters locations, investors, clients, or anything about your brand.