Books don’t always tell us anything new. Often they have an impact on us because they tell us something we already know to be true. They just place the content within a context which we can understand.
Brand messaging or brand storytelling doesn’t have an inherent reality. We’ve merely brought such concepts into the world by creating frameworks for people to understand quickly and simply.
When we start a business, we begin with a light-bulb idea, but as we go along the journey, the idea becomes muddled with the complexities of bringing the idea into a reality and, often, a crowded market of like-minded businesses.
Our job is to reverse engineer our complex offering back into that simple light-bulb idea. We need to develop our own framework to communicate our value and our scarcity in the market, for those we aim to serve.