first one came in from arturo who says what details would you say are most
what details would you say are most
what details would you say are most relevant in a story I tend to talk too
relevant in a story I tend to talk too
relevant in a story I tend to talk too much I’m Arturo would you tell Arturo I
much I’m Arturo would you tell Arturo I
much I’m Arturo would you tell Arturo I think I’ll Tara that’s a great question
think I’ll Tara that’s a great question
think I’ll Tara that’s a great question and with stories is it’s part of it is
and with stories is it’s part of it is
and with stories is it’s part of it is kind of listening and asking the right
kind of listening and asking the right
kind of listening and asking the right questions but first of all you’ve got to
questions but first of all you’ve got to
questions but first of all you’ve got to go where your audiences and then
go where your audiences and then
go where your audiences and then secondly you gotta look what is your
secondly you gotta look what is your
secondly you gotta look what is your audience needs and relay that to your
audience needs and relay that to your
audience needs and relay that to your story I think they are the key things
story I think they are the key things
story I think they are the key things and then connect your story with the
and then connect your story with the
and then connect your story with the needs of your customers and if you do
needs of your customers and if you do
needs of your customers and if you do that I think particularly through kind
that I think particularly through kind
that I think particularly through kind of social media and make it authentic
of social media and make it authentic
of social media and make it authentic and super clear I’m really crisp then
and super clear I’m really crisp then
and super clear I’m really crisp then then it’s very very powerful and
then it’s very very powerful and
then it’s very very powerful and compelling and I think to Evans point as
compelling and I think to Evans point as
compelling and I think to Evans point as well you know if you look at these big
well you know if you look at these big
well you know if you look at these big companies you want to get away from that
companies you want to get away from that
companies you want to get away from that don’t follow the big guys be true to
don’t follow the big guys be true to
don’t follow the big guys be true to yourself follow your story because make
yourself follow your story because make
yourself follow your story because make it personal because that’s what people
it personal because that’s what people
it personal because that’s what people want to hear and anybody can get these
want to hear and anybody can get these
want to hear and anybody can get these big brand agencies coming and you know
big brand agencies coming and you know
big brand agencies coming and you know rewrite their website you look at any
rewrite their website you look at any
rewrite their website you look at any other big corporates in you know kind of
other big corporates in you know kind of
other big corporates in you know kind of NYC companies or big companies and they
NYC companies or big companies and they
NYC companies or big companies and they look the same but your story is unique
look the same but your story is unique
look the same but your story is unique to you and be proud of it and make it
to you and be proud of it and make it
to you and be proud of it and make it part of your DNA so everything you do
part of your DNA so everything you do
part of your DNA so everything you do around your product and your services
around your product and your services
around your product and your services connect it with your audience and really
connect it with your audience and really
connect it with your audience and really apply it to them and I think they’ll
apply it to them and I think they’ll
apply it to them and I think they’ll follow you I think the most important
follow you I think the most important
follow you I think the most important part of the story the first store you
part of the story the first store you
part of the story the first store you have to tell us your foundation story
have to tell us your foundation story
have to tell us your foundation story why did you start this thing why is it
why did you start this thing why is it
why did you start this thing why is it so important to you what makes you come
so important to you what makes you come
so important to you what makes you come alive about your business I and you
alive about your business I and you
alive about your business I and you don’t have to be great on camera and you
don’t have to be great on camera and you
don’t have to be great on camera and you don’t have to be you know great at
don’t have to be you know great at
don’t have to be you know great at speaking you can just start by having on
speaking you can just start by having on
speaking you can just start by having on your website on the about page don’t
your website on the about page don’t
your website on the about page don’t just give me your resume give me some
just give me your resume give me some
just give me your resume give me some emotion like let me feel something when
emotion like let me feel something when
emotion like let me feel something when I read your bio or when I do hear you
I read your bio or when I do hear you
I read your bio or when I do hear you speak I wanted I want to hear something
speak I wanted I want to hear something
speak I wanted I want to hear something I want to feel like man that guy really
I want to feel like man that guy really
I want to feel like man that guy really really cares about what he’s doing and
really cares about what he’s doing and
really cares about what he’s doing and so the foundation store is really
so the foundation store is really
so the foundation store is really important and just before we started
important and just before we started
important and just before we started Steve and I were talking about stage
Steve and I were talking about stage
Steve and I were talking about stage summit that’s coming up and Richard
summit that’s coming up and Richard
summit that’s coming up and Richard Branson and and scene was telling about
Branson and and scene was telling about
Branson and and scene was telling about how Richard started Virgin Airlines
how Richard started Virgin Airlines
how Richard started Virgin Airlines maybe you want to recap that story
maybe you want to recap that story
maybe you want to recap that story quickly Steven yeah and this says
quickly Steven yeah and this says
quickly Steven yeah and this says something
something
something so important if if you were angry about
so important if if you were angry about
so important if if you were angry about a gap in the market then that means
a gap in the market then that means
a gap in the market then that means you’ve got a product you got an
you’ve got a product you got an
you’ve got a product you got an opportunity to solve that Branson was
opportunity to solve that Branson was
opportunity to solve that Branson was stuck down in the Caribbean and he got
stuck down in the Caribbean and he got
stuck down in the Caribbean and he got bumped off a couple of planes and he got
bumped off a couple of planes and he got
bumped off a couple of planes and he got stranded and because of that that gave
stranded and because of that that gave
stranded and because of that that gave him the incentive and the anger and the
him the incentive and the anger and the
him the incentive and the anger and the passion to say I’m gonna I’m gonna have
passion to say I’m gonna I’m gonna have
passion to say I’m gonna I’m gonna have a low-cost airline that is front and
a low-cost airline that is front and
a low-cost airline that is front and center focused around customers and you
center focused around customers and you
center focused around customers and you know the rest is history is built Virgin
know the rest is history is built Virgin
know the rest is history is built Virgin Atlantic probably one of the best brands
Atlantic probably one of the best brands
Atlantic probably one of the best brands highest customer service all these sort
highest customer service all these sort
highest customer service all these sort of things and he stayed true to to that
of things and he stayed true to to that
of things and he stayed true to to that that foundation story that drove his
that foundation story that drove his
that foundation story that drove his passion in the first place didn’t know
passion in the first place didn’t know
passion in the first place didn’t know they were awakening a sleeping giant
they were awakening a sleeping giant
they were awakening a sleeping giant there that the Menace he created and by
there that the Menace he created and by
there that the Menace he created and by providing him terrible service it’s so
providing him terrible service it’s so
providing him terrible service it’s so true it’s so true and a no say you know
true it’s so true and a no say you know
true it’s so true and a no say you know it’s great to have when you’re you know
it’s great to have when you’re you know
it’s great to have when you’re you know when you’re a young scrappy and hungry
when you’re a young scrappy and hungry
when you’re a young scrappy and hungry it’s great to have a gorilla to go after
it’s great to have a gorilla to go after
it’s great to have a gorilla to go after so in the early days he kind of went
so in the early days he kind of went
so in the early days he kind of went after british air and the kind of
after british air and the kind of
after british air and the kind of transatlantic airlines because they were
transatlantic airlines because they were
transatlantic airlines because they were kind of you know not doing a great job
kind of you know not doing a great job
kind of you know not doing a great job in terms of customer service they were
in terms of customer service they were
in terms of customer service they were expensive they were late they didn’t
expensive they were late they didn’t
expensive they were late they didn’t care about customers they worried more
care about customers they worried more
care about customers they worried more about the unions for their employees and
about the unions for their employees and
about the unions for their employees and they did about their customers to be
they did about their customers to be
they did about their customers to be honest with you so he saw a gap in the
honest with you so he saw a gap in the
honest with you so he saw a gap in the market he got angry he got stranded in
market he got angry he got stranded in
market he got angry he got stranded in the caribbean and he said actually i’m
the caribbean and he said actually i’m
the caribbean and he said actually i’m going to change that i’m gonna give a
going to change that i’m gonna give a
going to change that i’m gonna give a service that customers really value and
service that customers really value and
service that customers really value and build an airline around customers and do
build an airline around customers and do
build an airline around customers and do it cheaply for them so they can travel
it cheaply for them so they can travel
it cheaply for them so they can travel around the world and do what they want
around the world and do what they want
around the world and do what they want to do and pursue their dreams what i
to do and pursue their dreams what i
to do and pursue their dreams what i love about it is a lot of companies will
love about it is a lot of companies will
love about it is a lot of companies will say you know we value our customers and
say you know we value our customers and
say you know we value our customers and customer service is number one and this
customer service is number one and this
customer service is number one and this is what we stand for but when you hear
is what we stand for but when you hear
is what we stand for but when you hear the story of branson being you know
the story of branson being you know
the story of branson being you know upset at an airline and being kicked off
upset at an airline and being kicked off
upset at an airline and being kicked off the plane and you’ve been so frustrated
the plane and you’ve been so frustrated
the plane and you’ve been so frustrated with it that kind of brings it home a
with it that kind of brings it home a
with it that kind of brings it home a little bit more makes you feel like he
little bit more makes you feel like he
little bit more makes you feel like he actually does care about customer
actually does care about customer
actually does care about customer service and isn’t just paying lip
service and isn’t just paying lip
service and isn’t just paying lip service to it I think that’s important
service to it I think that’s important
service to it I think that’s important less at least that I take out of it for
less at least that I take out of it for
less at least that I take out of it for entrepreneurs is you can have your
entrepreneurs is you can have your
entrepreneurs is you can have your mission statement and you can have your
mission statement and you can have your
mission statement and you can have your values you can have what you’re all
values you can have what you’re all
values you can have what you’re all about it that’s fine but to make it
about it that’s fine but to make it
about it that’s fine but to make it believable you have to tell me the
believable you have to tell me the
believable you have to tell me the background story behind it so that I get
background story behind it so that I get
background story behind it so that I get emotionally attached to it
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