Overcoming the status quo
Bring a little bad news : if you want customers to care enough to do something different
Everyone lives in story : even your buyers
Finding your story : the value wedge
Building your story : power positions
You-phrasing creates engagement and ownership
The hero model : play the right part
Grabbers : creating impact and spiking attention
Stories with contrast : help them see value
Props : 3d visuals : are you serious?
Big pictures : making the abstract more concrete : the complex more simple
Stories, metaphors and analogies
Messaging for the decision : old brain vs. new brain
Proof points : pain vs. gain
Messaging delivery : your words, voice, and body.
