The Fishing Analogy

If you're telling a success story, yes, it should be the story of a customer. And let me add to that, mike, It should be a human, and it shouldbe the customer, not the company. The book is in four parts: what they are really and how to construct them. You can think of creating your lure ahead of time,. We need to find the best stories before we have the conversations with our clients. A fishing analogy ties all the it's the framework for all the stories. Yes, you'll see a picture of a fishing fly on the front of the book, which was drawn by my wife.