4/18/24 notes

• Why people don’t like change: when they’ve done well in the existing circumstances (change would make them less likely to do as well as they currently are)
• Everyone has a defining moment of huge shock / disappointment (finding out something we believed was false) between ages 9-11 that we spend the rest of our lives trying to resolve
• My defining moment of huge shock / disappointment was finding out that most adults are idiots (lucky if they are competent in one thing, much less in many things)
• Your product, cause, or message should make people feel better about themselves
• Drama is characters switching between persecutor, rescuer and victim roles
• We need the personal human story before being able to understand numbers (ex: *story of how jeff’s life sucked as an amazon driver and what we did to make it better*. We did this with 3000 drivers and retention increased by X months)
• Each leader needs to align the company narrative with their personal narrative
• Stories are events (have a start and end). Narratives are shared beliefs about who we are, what the world is like, where we’re going, etc.
• Storytelling trumps credentials
• SFB Method: People have to see it and feel it in order to believe it
• Undeniable Story:

  1. Zoom out (what unstoppable forces support your vision)
  2. Zoom in (who wants want, and what is getting in their way)
  3. Evidence (proof that the previous are actually happening)
• Metrics for measuring brand:

  1. Reach (how many people recognize it)
  2. Direction (do people move toward or away from the behavior you want)
  3. Strength (how much does it move them)