Edited, memorised or added to reading list

on 28-Jan-2019 (Mon)

Do you want BuboFlash to help you learning these things? Click here to log in or create user.

#story-brand
The more simple and predictable the communication, the easier it is for the brain to digest.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Human beings are constantly scanning their environment (even advertising) for information that is going to help them meet their primitive need to survive. All great stories are about survival—either physical, emotional, relational, or spiritual. The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Human beings are constantly scanning their environment (even advertising) for information that is going to help them meet their primitive need to survive. All great stories are about survival—either physical, emotional, relational, or spiritual. The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
When marketing is too complicated. The brain doesn’t know how to process the information. The more simple and predictable the communication, the easier it is for the brain to digest.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive. All great stories are about survival—either physical, emotional, relational, or spiritual. The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Remember, the greatest enemy our business faces is the same enemy that good stories face: noise.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

At no point should we be able to pause a movie and be unable to answer three questions:

1. What does the hero want?

2. Who or what is opposing the hero getting what she wants?

3. What will the hero’s life look like if she does (or does not) get what she wants?

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Remember: anything that doesn’t serve the plot has to go.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
Just because a tagline sounds great or a picture on a website grabs the eye, that doesn’t mean it helps us enter into our customers’ story. In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

There are three questions potential customers must be able to answer within five seconds of looking at our website or marketing material:

1. What do you offer?

2. How will it make my life better?

3. What do I need to do to buy it?

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

STORYBRAND PRINCIPLE ONE: THE CUSTOMER IS THE HERO, NOT YOUR BRAND.

STORYBRAND PRINCIPLE TWO: COMPANIES TEND TO SELL SOLUTIONS TO EXTERNAL PROBLEMS, BUT CUSTOMERS BUY SOLUTIONS TO INTERNAL PROBLEMS.

STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.

STORYBRAND PRINCIPLE FOUR: CUSTOMERS TRUST A GUIDE WHO HAS A PLAN.

STORYBRAND PRINCIPLE FIVE: CUSTOMERS DO NOT TAKE ACTION UNLESS THEY ARE CHALLENGED TO TAKE ACTION.

STORYBRAND PRINCIPLE SIX: EVERY HUMAN BEING IS TRYING TO AVOID A TRAGIC ENDING.

STORYBRAND PRINCIPLE SEVEN: NEVER ASSUME PEOPLE UNDERSTAND HOW YOUR BRAND CAN CHANGE THEIR LIVES. TELL THEM.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

When giving a speech, position yourself as Yoda and your audience as Luke Skywalker.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

The catalyst for any story is that the hero wants something. The rest of the story is a journey about discovering whether the hero will get what they want. Unless we identify something our customer wants, they will never feel invited into the story we are telling.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

If we sell financial advice, they’re coming to us because they’re worried about their retirement plan.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Our customers are in trouble and they need help.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Define The problem that customers face and you will succeed.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Nearly every human being is looking for a guide (or guides) to help them win the day. Every human being wakes up each morning and sees the world through the lens of a protagonist.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

I you position your brand as a hero, customers subconscious thought pattern goes like this: Oh, this is another hero, like me. I wish I had more time to hear their story, but right now I’m busy looking for a guide.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Make customers see you as the guide, but they still aren’t going to make a purchase. Why? Because we haven’t laid out a simple plan of action they can take. People are looking for a philosophy they can embody or a series of steps they can take to solve their problems.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

There are two kinds of plans: the agreement plan and the process plan.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Characters only take action after they are challenged by an outside force. This principle is true in story because it’s true in life. A call to action involves communicating a clear and direct step our customer can take to overcome their challenge and return to a peaceful life.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

There are two kinds of Call-to-Action

One call to action is direct, asking the customer for a purchase or to schedule an appointment. The other is a transitional call to action, furthering our relationship with the customer.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Stories live and die on a single question: What’s at stake? If nothing can be gained or lost, nobody cares. Will the guy get the girl, or will he be lonely and filled with self-doubt? These are the kinds of questions in the minds of a story-hungry audience.

If there’s nothing at stake in whether or not I buy your product, I’m not going to buy your product. After all, why should I?

Simply put, we must show people the cost of not doing business with us.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

If we don’t tell people where we’re taking them, they’ll engage another brand. This is perhaps the most important element of your messaging strategy: offering a vision for how great a customer’s life could be if they engage your products or services.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand

Remember: simple, clear messages that are relevant to your customers result in sales.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




#story-brand
A story starts with a hero who wants something. And then the question becomes: Will the hero get what he wants?
statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on




Does Gödel’s incompleteness theorem have implications beyond mathematics? Is it a worm in the apple of rationality?

No. Absolutely no one should have ever been surprised that mathematical truth cannot be equated with theoremhood in some finite axiomatic system. An infinitude of mathematical truths are uninteresting trivia, with no obvious route to being proved. Example: let’s say that the decimal expressions of the square root of 17 and pi to the 27th power “match” just in case either they have the same digit in the tenths place, or the same two digits in the next two places, or the same three digits in the next three places, etc. If we treat these decimal expressions as essentially random sequences of digits, then the a priori chance that these two numbers match is one out of nine.

Now: how do we tell if they match or not? Well, we can just calculate out the sequences of digits and check. And if they match we will eventually find the match and prove that they match. But what if, as is likely, they don’t match? No amount of just grinding out the digits and checking will ever prove it: there are always more digits to check. And I see zero prospect of any other way to prove that they don’t match. So if they don’t match, that is an unprovable mathematical fact. It is also a very, very, very uninteresting one. All Gödel did was find a clever way to construct a provably unprovable mathematical fact, given any consistent and finite set of axioms to work with. The work is clever but in no way profound. It should have come as no surprise at all.

statusnot read reprioritisations
last reprioritisation on reading queue position [%]
started reading on finished reading on

Pocket: Log In
of ethical considerations) to be held morally responsible. If human behavior were all like that, large chunks of ethics would have no application. But since that is a counterfactual, who cares? <span>Does Gödel’s incompleteness theorem have implications beyond mathematics? Is it a worm in the apple of rationality? No. Absolutely no one should have ever been surprised that mathematical truth cannot be equated with theoremhood in some finite axiomatic system. An infinitude of mathematical truths are uninteresting trivia, with no obvious route to being proved. Example: let’s say that the decimal expressions of the square root of 17 and pi to the 27th power “match” just in case either they have the same digit in the tenths place, or the same two digits in the next two places, or the same three digits in the next three places, etc. If we treat these decimal expressions as essentially random sequences of digits, then the a priori chance that these two numbers match is one out of nine. Now: how do we tell if they match or not? Well, we can just calculate out the sequences of digits and check. And if they match we will eventually find the match and prove that they match. But what if, as is likely, they don’t match? No amount of just grinding out the digits and checking will ever prove it: there are always more digits to check. And I see zero prospect of any other way to prove that they don’t match. So if they don’t match, that is an unprovable mathematical fact. It is also a very, very, very uninteresting one. All Gödel did was find a clever way to construct a provably unprovable mathematical fact, given any consistent and finite set of axioms to work with. The work is clever but in no way profound. It should have come as no surprise at all. Socrates seemed to believe that doing philosophy, thinking hard about life, will make you happier and more ethical. Do you think that’s true? I think it is if you do it right and have t