Fast food restaurants assembled by the exit on the new Interstate Highway System – and wreaked havoc on local diners. Today, as Scott McKain relates, it’s the Internet that’s doing the same to your business! How do you survive and thrive given this new competition?
If your competition gains an advantage, the first response is to imitate it. However, that dilutes any distinction you have in the marketplace – and fails to inspire customers or employees. Today, Scott McKain examines the first of the three “Destroyers of Differentiation.”
A story without a heroic and powerful ending will fail to engage the audience — they will neither remember nor recommend you! Today’s PROJECT DISTINCT (from the road in Phoenix) examines why your ending is important — and how to enhance every story that you tell!
We’ve all heard that “whoever tells the best story?wins!” Yet few of us have really examined how we can tell OUR stories in a more compelling and distinctive manner. Today’s PROJECT DISTINCT focuses upon what Scott McKain believes is the most missing element in business storytelling: an Act One that creates tension?and that moves YOUR audience to become emotionally engaged with what happens next.
Today’s PROJECT DISTINCT continues our examination of how we can tell OUR stories in a dynamic and distinctive manner. Act Two of the compelling business story is known by many names: “raising the stakes,” “confrontation,” or “rising action” – Scott calls it “our search for resolution.” No matter how it’s known, having an Act Two that makes your story more compelling is critical to making it persuasive.
As Las Vegas casinos begin to charge for valet parking – and set minimums on how much you play the slots before you can have a free drink – they’re eliminating services that (rightly or wrongly) customers have come to EXPECT. You cannot grow customer loyalty by eliminating or charging for elements of the experience that you’ve traditionally provided as part of the essence of doing business. On today’s new PROJECT DISTINCT, Scott McKain reveals the single most overlooked aspect of your business’s bottom line!
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