The brand story workshop.

1. 01

   Listen before you write

   The story already exists. You are finding it, not inventing it.

   • Read 20 customer reviews out loud
   • Write down the words customers use, not the ones you use
   • Ask the founder why the company started, and record the answer
2. 02

   Put the customer in the center

   The customer is the hero; you are the guide.

   • Name the hero, the problem and the better ending
   • Write how you guide them, in one line
   • Cut every sentence about yourself that does not help the customer
3. 03

   Say it in one sentence

   If it does not fit in one sentence, it is not clear yet.

   • Draft five versions of the one-sentence story
   • Test them on two customers and two employees
   • Pick the one people repeat back correctly
4. 04

   Use it everywhere

   A story only works if people hear it.

   • Rewrite the home page headline
   • Add it to the sales deck and proposals
   • Brief your team and your agencies
   • Collect three new customer stories that prove it

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