Dan Sullivan and Steve Krein delve into the power of the “When Are You Great?” tool, discussing how it serves as a crucial planning aid and a potent marketing resource. Using real-world examples, they explore the implications for crafting compelling offers, narrating impactful stories, and leveraging a marketer’s secret weapon.

Highlights:

To figure out what gets talked about, you have to combine everything you’re telling with everything you’re being told.

You share when you’re good because you have competition. Others share when you’re great because they don’t think you have any competition.

Saying when you’re good is trying to make a convincing argument. Being told when you’re great is your compelling offer.

How you're making people feel transcends what you do for them.

Your messaging should include both what you do and what happens when someone participates in it.

Measuring impact is hard in the short term, but unavoidable in the long term.

Resources:

The Four Freedoms

The Self-Managing Companyby Dan Sullivan

The Strategic Coach Entrepreneurial Time System^®

The End of the World is Just the Beginning by Peter Zeihan

#158 Why Your Ads Don’t Work!