Theory

What happens in a person’s mind when they encounter a brand?

There are three steps.

Recognition (me)

When you walk into a store or a restaurant, you discover a website, or get a slaes call, you wonder…

Do I feel welcome? Do they work with people like me? Do they understand my situation, my goals and my problem?

A small thing could make you answer “no”, and it’s over.

OK, it could be for you. But who are they and what do they propose?

Can I work with them? Do I trust them, respect them? What do I compare them to? Do I understand their solution?

The most common red flag is that you don’t understand fast enough. Lack of trust is second.

They seem to know what they’re doing and you get their offer. You imagine the future…

What will it be like? How complicated will it be? How will I feel? Will I be happy? What will I avoid? What will I gain?

Sometimes it just seems too complicated. Resistance to change can make you underestimate your probem or the potential benefits.

Then, and only then, will you evaluate their solution.

What does it cost? Is it worth it? Which option is best for me?

Four levers strongly influence your perception of the offered value.

How do we build a story that brings our ideal customer through these steps?

Let’s dive into the Storybuilding method.

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Targeted sessions with your C-suite and product owners.

Get a first version of your new story.

Two days of deep-dive team workshops. With homework in between.

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Choose one of these free sessions:

90-minute team alignment session

Customer message review (with feedback)

Personalized canvas walkthrough

Do the work on your own.

Everything you need is laid out in an easy practical guide.