Category Archives: punchline

The value of starting your business story with a brand/name that resonates with your product or service is priceless. Conversely, giving a business an obscure name, which in itself requires explaining before you get around to telling people what you do and why you should care is immensely counterproductive. In today’s attention economy, failing to … Continue reading A great way to start your story…the right name

Recently I had the privilege of presenting ‘storytelling 101’, and the importance of your first story,  to New Zealand’s first cohort through the PopUp Business School Aotearoa. Fifty people signed up for the Porirua two-week intensive, lead by the irrepressible Tony Henderson-Newport, who brought across and Kiwified a British initiative started back in 2012. His … Continue reading A schooled up reminder of getting your first most important story right

Far too often, as if they’ve pulled terms from a cliche-word-generator, an organisation’s first most important message is meaningless. Their 2-10 word opening story – as a value proposition, slogan, tagline – fails. It fizzles instead of flying, is a three cent mess, rather than being a Million Dollar Message. And instead of inspiring more … Continue reading The seven words your value proposition, slogan or tagline should NEVER have

As a value proposition ‘Ours not mine’ is a pretty emotionally powerful set of three words. Its Million Dollar Message is self-evident. So hats off to the national organisation which also has a great tagline in ‘Giving nature a voice’. The poster lines a design company’s window display I regularly walk past. It may be … Continue reading Forest & Bird nail a value proposition with ‘Ours not mine’

Do all the political parties have a random cliche slogan generator to create their key message? After all, this is their value proposition. Or, is the brief to be so bland that people are bored into voting for them? Even ‘at least the election has got more interesting’ Jacinda Ardern has not taken the opportunity … Continue reading Are these the most boring political slogans ever?