Chapter 3
THE DISCOVERY LAWS
FIND YOUR STORY
One of the most frequent questions we get when we engage with companies large and small is, “Where do we find the stories?”
It doesn’t matter how big you are, what industry you are in, and what your product is—every single brand is struggling with finding authentic stories that will resonate. And no wonder. They are often constrained, forced to promote a product instead of looking beyond the features and functions, beyond the next marketing campaign.
Great stories are different from traditional brand messages. They don’t include product benefits and pricing offers. They are beautifully messy. They ...
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