Describing ‘who’ you are means unearthing your ‘what and why’ Telling someone you’re a lawyer or dentist tells me a little bit about your business. It is who, with a very small ‘w’. Such a generic description doesn’t reveal your heart and soul however. Using a broad descriptor for your who doesn’t provide an opportunity … Continue reading Finding ‘who’ means unearthing your ‘what and why’
Category Archives: slogan
The start of your website story is directly equivalent to a headline. And while the first words a stranger reads may not be news as such, this is how we should treat them for a visitor. It is the statement that encourages them (or not) to find out more. It is the encapsulating summary of … Continue reading It’s a headline…shouldering lots of heavy lifting
So, if you’re looking to create your first, most important story, how do you go about it? Or, you’re looking for the name of a project or report, what process should you use? Alternatively, you’re wanting to give yourself a dynamic campaign title, and need a way to nail the caption. Many people adopt a … Continue reading Brainstorming is the wrong answer to the right question
What makes a slogan, tagline or value proposition valuable? Simple…it only requires two components. Those two are – what makes you distinctive and what makes you desirable? It needs to be as succinct and poetic as possible, expressing why you’re just that little bit special, in words which are novel yet familiar. And if you … Continue reading Your value proposition only needs two things
What makes a slogan, tagline or value proposition valuable? Simple…it only requires two components. Those two are – what makes you distinctive and what makes you desirable? It needs to be as succinct and poetic as possible, expressing why you’re just that little bit special, in words which are novel yet familiar. And if you … Continue reading Your value proposition only needs two things
Google’s pretty useful. It is difficult to imagine the internet without its all-pervasive presence. But trying to overly appeal to its search algorithm is an ugly way to craft your first story. Indeed, if one of the ultimate truth tests of your primary message is to respond to “what do you do?”, then attempting to … Continue reading Keywords according to Google do not a story make
Any business could create its narrative from many different objective viewpoints We all, as a business have different stories, different parts of our whole. But we can tell only one. Deconstructing your business to find your One Central Truth is necessary to unearth who you are. A Million Dollar Message emerges from a structured chaos … Continue reading A business is invariably many stories…but you can tell only one
After Michelangelo sculpted his statue of David in Florence in 1504, he was asked how he created such a masterpiece? “It’s simple. I took away everything that wasn’t David,” he replied. Viewing the magnificent more than four metre David, it’s obvious Michelangelo is being slightly disingenuous. But his ‘simple’ idea to remove the unnecessary bits … Continue reading Simple is better…but hard to achieve
Most of us will have been at a function, and asked someone “what do you do?” “I do many things,” the reply. “You do many things and therefore nothing,” you tell yourself in your own mind, and instantly detune your listening. Now, it may indeed be the case that a business does do many things. … Continue reading How do you answer “what do you do?”
Once, the following terms were new and fresh. But, as everyone starts using them, abusing them, they become overused, they become ignored. These words actually make it harder for people to understand you – which is ironic because they originally were meant to do the opposite. Audit, tax and advisory services firm Grant Thornton recently … Continue reading Use these words at your peril (or…how quickly terms become overused)