One of the hallmarks of great business storytellers is something called the catalyst story. They don't just shove their expertise at you like a wall of smarts. They take you on a journey.
Often, in a speech, a book, or even just a single piece or post, they can retrace their own journey of discovery to ensure the audience cares and understands. Because you might be at letter Z of your understanding of something, but others start at A. You need to meet them in that reality, then move them to something better, beat by beat. That often starts at the start, with a story to catalyze it all.
Today, we’ll hear and analyze a great one, shared with us by the great Chris Ducker. Chris is a serial entrepreneur most known for founding the business Youpreneuer and his book, Rise of the Youpreneur, which helped people become known leaders in their industries.
Over the past two decades, Chris has started, grown, bought, and sold a number of multi-million pound businesses, and his latest book is The Long-Haul Leader: The Strategies to Work Smarter, Live Better, and Achieve Lasting Success.
He’s spoken on countless stages, guested on infinite shows, and created a huge body of work online, but today, it’s a closer look at his process like never before.
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ABOUT ME - IN 3 PHRASES
- Don't market more. Matter more. (<-- what we want, i.e. our new focus)
- Think resonance over reach. (<-- what we need, i.e. my premise)
- Don't be the best. Be their favorite. (<-- what we hope, i.e. the best case outcome)
That's called "laddering down your message," and it's something I help clients do as part of my 1:1 advisory process. I help experts differentiate and resonate by becoming stronger public voices. We begin by developing a clear premise for your platform and projects, then turn your expertise into IP and deliver it to the public through stronger speeches and stories.
You’ve done lots of things. Now it’s time to [be] a thing. It's time to stop chasing attention and become the one others seek.
Work with me 1:1, book me to speak, or explore free resources at jayacunzo.com
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