Quotes About Change

It is always the simple things that change our lives. And these things never happen when you are looking for them to happen.

Good Story Loves Contrast

Characters only take action after they are challenged by an outside force.

Human beings take action when their story challenges them to do so.

The purpose of an external problem in a story is to manifest an internal problem.

In its purest form, a story starts with a character who lives in peace and stability. Suddenly that stability is disrupted:

If somebody buys what you offer, how will it make their lives better?

how it will make their lives better, and what they need to do to buy it.

1.  Talk about a problem.        2.  Describe a product you offer that solves this problem.        3.  Describe what life can look like for the reader

When a brand commits itself to its customer's journey, to helping resolve their internal, external and philosophical problems and then inspires them with an aspirational identity, they do more than sell products, they change lives.

we think we are the same person, but we aren't. "People get stuck, thinking they are one kind of person, but they aren't.

ROADMAP TASK FOUR: COLLECT AND TELL STORIES OF TRANSFORMATION

not having a clear call to action is the equivalent of telling customers you don't really believe in your product and don't think that product can solve their problems and change their lives.

People love movies about characters who transform, and they love businesses that help them experience transformation themselves.

When a story demands transformation, you are much more likely to transform.

Two months after leaving Paris, Lafayette, began calling himself "general" and, rejecting his marquisate

Now imagine a company that has created an automotive product allowing you to only change the oil in your car once every year. That would be a pretty amazing product. Let's say you can drive up to fifteen thousand miles between oil changes. Incredible. The problem is, nobody has heard of this company. A rookie mistake would be to "brand" the company rather than "market" the product.

That billboard needs to say "The oil you only have to change once a year!

You can see the arc of the questions naturally yields a transformation story.

The point is that people are drawn to transformation. When they see transformation in others, they want it for themselves.

1.    A one-liner         2.    A website or landing page.         3.    A lead-generating PDF         4.    An email nurture campaign         5.    An email sales campaign

Transformation is natural. None of us look the same as we did when we were babies, and when we are old, we'll look very different than we did when we were middle aged. Things that are healthy and alive change. The converse is also true: things that are dead do not change. A rock does not change because a rock is not alive.

writer and story scholar James Scott Bell calls "doorways of no return."1

There was also no character arc. Change only comes when we face the difficulty of reality head-on. Fantasy changes nothing, which is why, once we're done fantasizing, it feels like a bankrupt story.