Field Notes
On the Frontier
This is a living laboratory. It features experiments in human-AI collaboration, creativity, and business management.
Notes on Customer Desire, Story Gaps, and Conflict
The only reason our customers buy from us is because their external problem is frustrating them in some way. If we can identify that frustration, put it into words, and offer to resolve it along with the original external problem, we do more than just sell our customers products; we bond with our customers because we’ve positioned ourselves deeply into their narrative.
Notes on Customer-Centered Messaging and Clarity
The essence of branding is to create simple, relevant messages we can repeat over and over so that we ‘brand’ ourselves into the public consciousness.
What I’m Learning from Donald Miller’s Building a StoryBrand 2.0
Most businesses tell confusing stories and that’s not what customers want. They want clarity. Your story needs to be very clear. The human brain is wired to survive and if you want to make customers pay attention, then you need to tap into that impulse. Eliminate the noise. Highlight what you offer that will help them “survive and thrive.”