Why Should We

Give a Crap?The leader with the best story wins

Jeremiah Millerwww.forgingleaders.com

Hey leaders!

If you want to influence us...

If you want us to follow you...

If you want us to buy from you...

there's one question you must

answer.

Why should we

give a crap?

Why should we say

or think

or do

What you want us to say, or think, or

do?

Look, this isn't our first rodeo

we see 3000 advertising images...

we see 3000 advertising images...

we see 3000 advertising images...

we see 3000 advertising images...

we see 3000 advertising images...

we see 3000 advertising images...

we see 3000 advertising images...

EVERY DAY.

We've been inoculated against...

"LIMITED TIME OFFER!!!"

&

"ONCE IN A LIFETIME OPPORTUNITY!!"

So tell us...

"Why should we give a crap?"

And it better not sound like you're

selling us.

If it does, we won't believe you.

If it sounds like you're trying to convince

us,

we'll figure that it somehow benefits you

more than it benefits us.

we'll assume that you are exaggerating

by at least 90%.

You will forever be relegated to the list

of people we just don't trust.

One of THOSE people.

If you really want to influence us,

you need a story!

But not just any story will do.

Tell us a story!

Tell us a story that makes us say...

WOW!!!

WOW!!!I want to be part of that!

If we hear you talk about

"increased efficiencies"

or

your "commitment to excellence"

we may just barf.

Instead, tell us about the

there's one question you must

answer.

Double-click to enter text

human beings

who's lives were changed by what you

do.

Tell us, with passion in your voice,

WHY you believe in what you do...

so that WE can believe too.

Humans are wired to experience the

world through stories.

We THIRST for a story that helps us

make sense of our world.

That tells us why WE matter

and gives us something meaningful to

be a part of.

So, if you own an insurance company,

don't talk to us about

"helping customers plan for the future"

we don't give a CRAP!

In fact, we've already heard that 7 times

today.

Instead, tell us a story about how when

you were 20,

your dad died.

And because he was uninsured,

your family was destitute.

Your mom had to bury him in a pine box

because she couldn't afford a coffin.

Tell us how you vowed to protect your

family from this fate.

Tell us that you got into the insurance

business

to protect other families from

SUFFERING

the

the

DEBT

the

UNCERTAINTY

that your mom faced as a

39 year old widow.*

*true story of a client of mine

THIS makes us give a crap.

THIS makes us want to trust you

and follow you

and buy from you.

You might have the best company

or product

or idea

but if you don't have a powerful story

we will never know.

We will assume you are just average

like the other 2999 other commercial

messages we saw today.

So, scrap your mission statement.

Pitch your elevator pitch.

Delete your "About Us" page.

Start over

and tell us a story that makes us

care.

Need some inspiration?

Here are 5 companies with stories that

make us give a crap.

http://templebags.com/about

http://www.horizondairy.com/why-

organic/our-farms/

http://www.meatheadmovers.com/our-

team/history.aspx

http://www.toms.com/our-movement/

http://www.charitywater.org/about/scotts

_story.php

So, what are you waiting for?

If these stories can make us care about

bags

milk

movers

shoes

water

Why shouldn't we care about you?

Go ahead

Tell us a story.

And, if you want help in becoming the

hero of your own life story

visit us at www.forgingleaders.com