All humans have natural storytelling talent. All humans use stories to make sense out of the world around the them. Stories are the equipment for living. – Robert McKee
1. Think of your brand story like a mission
What did it get fed up with and couldn’t tolerate any more?
What did it want to change in the world or the lives of others?
What broke that it needed to fix?
What changed and opened the door to a new opportunity?
2. Articulate your brand’s end goal
What is the ultimate good we can do?
How will we permanently change the lives of our customers?
What does the world look like in 5 or 10 years time?
When could we close the company because we’ve achieved everything we set out to do?
3. What must your brand overcome to achieve the end goal?
What rules will we have to bend or break in order to achieve our goal?
What force of antagonism is opposing us?
What will naysayers accuse us of?
Where will we suffer on the journey?
4. Assemble your story
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