How to Clarify Your Message – Define the Stakes and Create Urgency Would Elliot get E.T. back home? Would Luke destroy the Death Star? Would Rocky defeat Apollo Creed? Cold Daniel really beat the bully and win the karate tournament with a hurt leg? Do you want people as engaged in you and your brand? Do you want to differentiate yourself as a leader? Do you want your product to matter on the open market? Do you want your brand to stand out in a crowded segment? If you do, define what’s at stake if the audience chooses somebody else over you. Here is the story formula used by a baker to sell a wedding cake: A Character That Wants Something: Every bride wants a beautiful wedding cake that reflects the meaning of the moment. Our Character Encounters a Problem: The problem is that most wedding cakes taste terrible and literally leave a bad taste in the guests’ mouths. The Guide Calls the Hero to Action: Schedule your appointment today. Define the Stakes–Success: If you do, your guests will be astonished at the beauty of your cake and keep coming back for seconds. Define the Stakes–Failure: Don’t let your cake be a bad-tasting letdown. Schedule an appointment today. Leadership Made Simple Donald Miller
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