Table of contents
Storytelling
Make it simple but deep
The best stories are structurally simple but emotionally complex.
Don’t be afraid to tell simple stories as long as you charge them with emotional depth.
Leadership
Be a leader, not a dictator
Don’t demand compliance.
Encourage commitment.
Compliance forces your team to work because they HAVE to.
Commitment makes your team work harder because they WANT to.
Strategy
Get specific
No business can be everything to everyone.
Ask yourself:
• who is my target audience?
• which markets will I target?
• which marketing channels will I use?
Be prepared to make hard choices to define your path, cutting off potential opportunities.
