THE STORY LAB

RESOURCES, THOUGHTS, AND insights FOR  business owners who want to amplify the good they're already doing in this world

telling better brand stories, TOGETHER.

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You’ve felt the burn of your heart pounding in your chest, racing to marathon-level speeds as you wonder if you’re going to be able to show up with the right words to convince the right client to buy the right package so you can build the right business.  You’ve gone through all the story-finding bootcamps, […]

Here’s why your sales copy keeps missing the mark

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Story, Tools

Long before I was born, author Earnest Hemingway coined a philosophy on writing called The Iceberg Theory.  The idea behind his theory is that as a writer, you should know so much about your idea that you’ll actually need to use FEWER words to engage the reader.  He explains it here:  “If a writer of […]

Why your brand story needs a worldview (and how to find it)

Why your brand story needs a worldview (and how to find it)

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Tools

It’s a weird phenomenon, really >> this fact that for so many of us, drawing the throughline between our stories and our brands can feel. . .  grueling impossible frustrating tiring hopeless pointless [fill in the blank]. I’m sure there’s some super smart psychological explanation for all of this H.A.R.D., too, but brass tacks, real […]

Two Ways to Find Your Brand Story

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Tools

When I was 11 years old, I moved to a new school in northwest Ohio that was colloquially referred to as The Academy.   Their motto was “Excellence is our tradition,” and it wasn’t just a feel good mantra, either. They meant it.   For most kids at The Academy, any grade below an A- induced the […]

Challenging the thin storyline

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