A GUIDE OFFERS MORE THAN A PRODUCT AND A PLAN
Leaders who care more about changing lives than they do about selling products sell more.
Dave Ramsey and his team at Ramsey Solutions.
What he says on his radio show:
“Welcome back to The Dave Ramsey Show, where debt is dumb, cash is king, and the paid-off home mortgage has taken the place of the BMW as the status symbol of choice.” There they are, the elements of story, complete with an identity to step into and a new status symbol to go along with it.
Dave’s understanding of his listeners’ external problems (consumer debt and financial illiteracy), internal problems (confusion and a feeling of hopelessness), as well as their philosophical problem (accruing debt for things we don’t need posits moral questions) engages listeners in a living story.
GREAT BRANDS OBSESS ABOUT THE TRANSFORMATION OF THEIR CUSTOMERS
After a climactic scene, the guide comes back to affirm the transformation. In Star Wars, the ghost of Obi-Wan stands next to Luke Skywalker as he’s rewarded for bravery. A hero needs somebody else to step into the story to tell them they’re different, they’re better. That somebody is the guide. That somebody is you.
- From: Confused and ill-equipped
- To: Competent and smart