Human Drivers

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HIGHLIGHTS


Just like the story archetypes we're familiar with in fictional books, movies and TV shows, we use these to articulate who you are and what you stand for in a way that is fun and familiar to your customers.

The science behind these approaches is that they a) relate to emotional drivers (as well as rational) and b) they build memory structures - telling a story that sticks makes us more memorable.

In tonight's double episode of Words & Wine, we're talking about human motivations and drivers so you can start thinking about how to tell the story of your business to your prospective customers.

First we define what value proposition and personality mean in the context of your business story.

Secondly we explain the 5 core human drivers and motivations that we need to think about in relation to telling the story of your business.

Thirdly, we share 3 tools with you to help you articulate your value proposition and the character of your business in relation to the core human motivations - each coming at a different angle for how to tell your story.

There are three approaches we find useful in creating stories that stick - these are:

1. The Persona Approach

How to build a psychographic buyer persona so you can understand the mindset, pain points and drivers of your customer. From there we come up with a hypothesis for your value proposition - the value your business promises to deliver on.

2. The Empathy Approach

The empathy approach starts with an empathy statement and considers the results and feelings your customer will experience as a result of your value proposition or "solution" to their problem.

Here we also think about the types of things we want our customer to agree to in order to push them further down the sales funnel.

3. The Archetype approach

The archetype approach is particularly great for fleshing out the character or personality of the business in relation to core human drivers and motivations.

If you'd like to find out more about brand archetypes relation to the customer and their "hero's journey" we recommend checking this article on Brand Archetypes out.

The 3 books shared with you tonight (in order) are:

1. Braving the Wilderness by Brene Brown
2. The Lean Startup by Eric Ries
3. Creativity Inc. by Ed Catmull

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