Reading Time: < 1 minute

My book review this week is on Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller. Last week, I wrote a book review on a book that advocated that you need to be clear about your why. In this week’s book, the why is not really addressed. Different perspectives on a similar subject…

This week’s book is about getting clarity around your message – so it was more about the how and what. And once again, Apple is noted as a key example of how to get this right. Believing that there is value to be found in many different kinds of books, here are my takeaways:

  • Storytelling is the way. People are hard-wired to respond to stories. But in the story you tell, play the guide – not the hero. Your customer is the hero.
  • There are four key questions that your story should answer:
    • Who is the hero?
    • What does the hero want?
    • Who is the enemy that must be defeated for the hero to win?
    • How will the hero be transformed when he/she wins? Or, what happens to the hero if he/she loses?
  • Step into your customer’s shoes and solve a problem for them. The best problems to solve are about surviving or thriving. As you talk to them about their problem, be empathetic and convey authority. They are looking for a guide who can help them. This is particularly true when you are managing projects, and communicating both up the chain and down the chain.
  • Collect ideas in a “swipe file.” I recommend the Evernote clipper. It is simple and fast. I use a dedicated folder in Evernote – aptly named – Swipe File.