03
Jun 29, 2026 23:11
· 1:03:05
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How do I...
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What do I do with my hands?
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I think I know this by now.
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All right,
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y 'all. Welcome back to Architect,
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a branding blueprint that builds authority.
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Just a couple of reminders.
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This is being recorded.
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It will be available in lab within the next 24 hours or so,
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as with all of our webinars throughout this execution cycle.
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And also as a reminder,
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we have our follow -up call with Ryan on Thursday,
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and that's an elite Q &A.
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So if you have any questions as you're kind of going through and building this stuff,
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that is a great place.
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to bring those questions and that's this coming Thursday at 1 p .m.
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Central.
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We also have a Facebook group for our elite members called Elite Commons.
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If you have not joined yet,
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please do.
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It's a private Facebook group where you can follow up with your fellow lab
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members, get peer -to -peer support,
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and also ask questions throughout the execution cycle.
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So with that in mind,
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I'm going to send it back to Ryan so we can get started with part three.
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Awesome.
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Well,
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so we have...
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Thought about who are we and why are we here our values right
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and that's important because Remember we talked about what is a brand?
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What does it happen?
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We need that emotional connection brand needs that unique point of view
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That's one of the ways that that's one of the reasons that you you know like that.
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This is why I'm here This is why I exist because I have this point of view and it's unique and different Differentiation
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is not about having the best features that's gonna change competitors gonna come and go
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Customers needs are gonna change
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right but as long as your point of view stays unique and fresh and relevant
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then you're going to be unique and fresh and relevant so that's why
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we spent so much time talking about vision mission as well as values those things
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that are going to anchor you spend a lot of time there because that is the essence of
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brand and the essence of your why and the reason that you exist then we
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talked about authority
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How does authority happen?
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How do you reverse engineer authority?
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And that was important because if a brand is not authoritative,
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a brand does not occupy a space
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in the hearts and minds of the customer base,
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it doesn't matter how great your logo is,
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how intense your values are,
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how staunchly held,
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and just how,
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gosh darn it,
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how hard you're trying.
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If you're not an authority,
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you're not going to break through.
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You're not going to be meaningful.
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So we talked about some of the ways you do that.
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Tactical, practical.
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Do you have a plan?
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Do you answer those specific questions?
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Do you maintain some absolutes?
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Do you have some core overarching beliefs that other people start nodding their head to?
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Yeah,
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yeah, I like where you're going.
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I like where you're going.
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I want to follow you.
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That's what beliefs are all about.
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Do you have some rites and rituals?
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So we talked about those.
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We talked about how you really want to make sure you're narrowing down in three,
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working towards four.
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You don't need all five.
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So if you have a unique perspective,
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you have values,
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If you have authority,
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then believe it or not,
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you have everything that you need to be a brand.
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That's what a brand is.
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A brand is unique perspective combined
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with an authoritative position.
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That's the essence of a brand.
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A unique perspective and an authoritative position.
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We could literally stop right here.
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We could stop right here,
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and I could say,
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now!
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Go out and design a logo.
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Get your style guide made.
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And make sure that when you go through this process that the designers understand
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who you are,
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what you believe,
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your values.
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Make sure that that is reflected.
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And believe it or not,
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you would have almost everything that you need to build
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a brand.
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If you go back to the brand blueprint,
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we're almost done.
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But what we're going to spend some time focusing on right now is that last
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little piece that I think is important if you really want your brand
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to scale and to persist over time.
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And that's your brand voice.
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codifying your brand voice so right now as you sit here today
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when you go back and you work with your team and over the course of this the rest of this execution
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cycle you're going to begin defining what is the voice of your brand and
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the voice of the brand just as a voice you know your voice is going to be influenced
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by your values and your beliefs
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Your vision and your mission,
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where you're going,
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it's going to be influenced and it's going to find its way into
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those absolutes that you maintain,
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the beliefs that you put out there,
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the plan that you have,
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right? It's going to permeate all of that.
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But then something's going to happen.
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Over time,
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if you're successful,
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over time,
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that voice is going to degrade.
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over time that voice is going to get lost over time other
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people are going to bring their own voice their own perspective and they're not going to remember all the work that you did
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today and during this execution cycle they're not going to remember that
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your mission will have changed maybe some of your core values will have changed they're not going to remember
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that all that content
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You do the best that you can.
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You'll have training and onboarding that hopefully will inform
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them. Hopefully narrative and stories will be created about your company,
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about that founding team that really brought everything together.
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Hopefully that will happen.
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But I can tell you in most cases it doesn't.
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It doesn't unless the brand voice is fully codified.
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Unless it is put in to a fictional character.
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So I said before,
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brand is emotion.
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It's that emotional tug.
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We get that with our vision,
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with our beliefs.
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We get that with our mission,
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with our values.
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That's where the emotion comes from.
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I said that a brand is authority.
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We reverse engineered that.
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You know how to do that.
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But then I also said a brand is a fictional character.
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That's what we're going to talk about now.
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Because if your brand does not become a fictional character,
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if your brand stays just you or it stays just the people,
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then once the you,
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once the people are gone,
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Not coming there come a day where you're gonna want to sell your company or
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you're gonna want to leave your company Or the people who are there are gonna leave
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it's gonna happen Showed you before we should do the we believe video the vast
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majority of people in that video are no longer at this company and yet the voice persists
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There's gonna come a day when you are going to leave your brand when key people are going to leave your
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brand You want the voice to persist if you want the value to remain
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How do you do that?
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That's what we're going to be answering in this section right now.
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So a couple opening questions.
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Why is Apple more love
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than Dell?
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We're in Austin right now.
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Michael Dell was one of my primary entrepreneurial influences.
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I started at the University of Texas at Austin in 1999.
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My dorm room was right across the street from Jester Dormitory,
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where Michael Dell launched Dell Computer Company.
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I have friends who work for Dell.
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I like Dell.
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I have Apple products.
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I like Dell.
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I love Apple.
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I'm not alone.
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Why did that happen?
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They're both making the same kind of stuff around the same amount of time.
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I mean,
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really, at the time,
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Dell had a lot more tailwind.
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I mean, it was rocking and rolling.
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No windows.
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That's a part of it.
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I bet there's a bit more,
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though. Oh,
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the phone?
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Again,
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it's a part of it.
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Products are a part of it.
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But I think you'll see it comes down to a bit more than just
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some of the products.
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Stan Lee.
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How did Stan Lee beat DC Comics?
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So if you're a comic book nerd like me,
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you know that back in the 40s and 50s,
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DC Comics,
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they ruled the world.
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Early 60s,
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they had Batman,
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they had Superman,
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they had all the cool stuff.
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And then something happened in the late 60s,
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early 70s.
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This guy Stan Lee came along and started giving us these new characters,
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started giving us Spider -Man,
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the X -Men.
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And all of a sudden we realized they just felt
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different.
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They felt more human.
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So even though they were superheroes,
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they felt more human.
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They felt more interesting.
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They felt more like us.
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And as a result,
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Marvel wound up beating DC.
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Think about Marvel right now,
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the movies that are being created,
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the Marvel Universe.
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It's a more valuable franchise.
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Most would argue.
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And they got freaking Superman.
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You got the Man of Steel.
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Come on.
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You got Batman.
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Come on.
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And yet, there's Marvel.
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Spider -Man movies,
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Avengers movies.
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It's different level kind of stuff.
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So how did that happen?
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What did Stan Lee do?
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And then lastly,
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why are these cows standing?
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Why on earth
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is Chick -fil -A,
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a company that's closed on Sundays,
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how are they still able to sell more chicken than just about everybody else,
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including other chicken companies that got started way before they did?
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They sell more chicken than Kentucky Fried Chicken.
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They're closed on Sundays.
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Why do they have cows
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standing around telling people to eat more chicken?
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Right.
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Why does this stuff matter this when we get into codifying brand voice
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so brands have a problem Right brands have a problem and
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the problem is to be human Right.
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This is kind of the the brand paradox For a brand to matter.
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It has to be human It has to take on human characteristics But
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if you swing that pendulum too far and the brand becomes too human
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or the founder
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becomes too much of the face of the brand,
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then you suffer from guru -itis.
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Right?
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And you see this.
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Where the brand...
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the guru are inextricably linked now look I'm not knocking Tony Robbins
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and had a great meeting with the organization last week I have tremendous
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respect for what they do and Tony does exactly what he what he wants to do it's his company
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he runs it he doesn't mind that it's linked to his to his brand that's fine I'm not knocking
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this concept I'm just saying if you would like to have a company to brand that lasts
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longer than you if you like for somebody
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us to come along one day and perhaps acquire your brand or if you
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work for a company where the brand is
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the founder and you would like to stay at that company in the unfortunate event
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that they get hit by a bus and we can't go to
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this extreme
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This guru -itis I see infecting a lot of brands,
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right? But it's what we got to do.
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I want to be more human,
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so I got to get out there.
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I got to be the face of the brand.
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I got to be telling everybody what they need to do.
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I need to be the next Tony Robbins for my industry,
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for my brand.
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This is what you've seen happen again and again and again.
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And I will acknowledge that it is better than the alternative,
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right?
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This is the alternative.
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I've been
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driving a Lincoln since long before anybody paid me to drive
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one.
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I didn't do it to be cool.
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I didn't do it to make a statement.
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I just liked it.
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I want
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to make something clear.
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I love Matthew McConaughey.
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He's my spirit animal.
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He's basically the coolest person ever.
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Austinite,
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fellow Longhorn,
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hook him.
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And when he does the hook him horns,
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he does it like this,
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which is just so much cooler.
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I can't pull that off.
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I'm like, eee.
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He's super cool.
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And these ads came out.
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Speaker 1 (03)
You all remember this ad?
11:34
S…
Speaker 1 (03)
It was actually parodied on Saturday Night Live,
11:37
S…
Speaker 2 (03)
right?
11:37
S…
Speaker 1 (03)
Because it felt so absurd.
11:39
S…
Speaker 1 (03)
It felt so ridiculous.
11:40
S…
Speaker 1 (03)
Because this idea that Lincoln and Matthew McConaughey,
11:43
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Speaker 2 (03)
right,
11:44
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Speaker 1 (03)
they just didn't go together,
11:45
S…
Speaker 1 (03)
right?
11:46
S…
Speaker 1 (03)
And I get what Lincoln's trying to do,
11:47
S…
Speaker 2 (03)
right?
11:49
S…
Speaker 1 (03)
I understand what Lincoln was trying to do.
11:50
S…
Speaker 1 (03)
And again, I'm not knocking the company.
11:52
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Speaker 1 (03)
Make great products.
11:53
S…
Speaker 1 (03)
My wife has a Lincoln Navigator,
11:56
S…
Speaker 1 (03)
right? So good products,
11:58
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Speaker 1 (03)
not knocking.
11:58
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Speaker 1 (03)
I'm just saying that didn't work.
12:01
S…
Speaker 1 (03)
It doesn't work.
12:02
S…
Speaker 1 (03)
Why?
12:03
S…
Speaker 1 (03)
Because Lincoln as a brand,
12:05
S…
Speaker 1 (03)
at least as we stand today,
12:07
S…
Speaker 1 (03)
had no soul.
12:08
S…
Speaker 1 (03)
What does Lincoln stand for?
12:11
S…
Speaker 2 (03)
Nothing.
12:13
S…
Speaker 1 (03)
Nothing.
12:14
S…
Speaker 1 (03)
And when you have a brand that has no soul,
12:17
S…
Speaker 1 (03)
what is the only option that you have?
12:19
S…
Speaker 1 (03)
You co -opt the soul of someone else.
12:22
S…
Speaker 1 (03)
And that's why we have celebrity endorsement.
12:25
S…
Speaker 1 (03)
We have no real soul.
12:29
S…
Speaker 1 (03)
I can't help but notice that you have a soul,
12:30
S…
Speaker 1 (03)
Matthew McConaughey.
12:31
S…
Speaker 1 (03)
We would like some of your soul.
12:33
S…
Speaker 1 (03)
So we're going to stick you in our car.
12:35
S…
Speaker 1 (03)
We're going to drive you around because we are utterly soulless.
12:37
S…
Speaker 1 (03)
You've never really seen Apple do
12:42
S…
Speaker 1 (03)
celebrity endorsement because Apple has a soul.
12:45
S…
Speaker 1 (03)
Apple has a perspective.
12:47
S…
Speaker 1 (03)
And...
12:49
S…
Speaker 1 (03)
When Steve Jobs was alive,
12:51
S…
Speaker 1 (03)
it was very much Steve Jobs.
12:53
S…
Speaker 1 (03)
Yes, he would be the spokesperson for the brand,
12:55
S…
Speaker 1 (03)
but the brand still had a soul.
12:58
S…
Speaker 1 (03)
He wasn't the narrator of the 1984 ad.
13:01
S…
Speaker 1 (03)
And even in the years since his death,
13:04
S…
Speaker 1 (03)
much of the soul of Steve Jobs has persisted
13:08
S…
Speaker 1 (03)
inside of Apple.
13:09
S…
Speaker 1 (03)
And if Apple declines and fails or anything,
13:12
S…
Speaker 1 (03)
it will be because they forgot that.
13:13
S…
Speaker 1 (03)
And the companies and the brands that
13:18
S…
Speaker 1 (03)
have declined over the years,
13:20
S…
Speaker 1 (03)
I believe,
13:20
S…
Speaker 1 (03)
are the companies and the brands that lost their soul.
13:23
S…
Speaker 1 (03)
They lost their soul.
13:25
S…
Speaker 1 (03)
They forgot what they stood for.
13:27
S…
Speaker 1 (03)
They had it at some point.
13:28
S…
Speaker 1 (03)
I guarantee you they had it at some point.
13:30
S…
Speaker 1 (03)
They wouldn't have been as successful as they did if they didn't have that.
13:32
S…
Speaker 1 (03)
They wouldn't have rallied the best team members.
13:34
S…
Speaker 1 (03)
They wouldn't be able to sell their product.
13:37
S…
Speaker 1 (03)
It wouldn't happen if they didn't have a soul,
13:38
S…
Speaker 1 (03)
if they didn't have a perspective.
13:39
S…
Speaker 1 (03)
They didn't have all the things we talked about earlier.
13:41
S…
Speaker 1 (03)
If they didn't have those things,
13:42
S…
Speaker 1 (03)
plus a great product,
13:44
S…
Speaker 1 (03)
which is absolutely table stakes,
13:46
S…
Speaker 1 (03)
you have to do it.
13:46
S…
Speaker 1 (03)
If they didn't have those things,
13:48
S…
Speaker 1 (03)
they wouldn't have been successful.
13:49
S…
Speaker 1 (03)
So I know that it was there.
13:50
S…
Speaker 1 (03)
I know it was there with Dell.
13:52
S…
Speaker 1 (03)
Dell had a scrappiness to it.
13:55
S…
Speaker 1 (03)
It was there.
13:56
S…
Speaker 1 (03)
People who were there,
13:58
S…
Speaker 1 (03)
it was there.
13:58
S…
Speaker 1 (03)
Founder left,
14:00
S…
Speaker 1 (03)
it was gone.
14:01
S…
Speaker 1 (03)
It was never institutionalized.
14:02
S…
Speaker 1 (03)
It was never codified.
14:04
S…
Speaker 1 (03)
So I said this before,
14:04
S…
Speaker 1 (03)
the branding paradox is that brands must abandon the face of their founders
14:08
S…
Speaker 1 (03)
if they want to scale.
14:09
S…
Speaker 1 (03)
But faceless brands are boring and inhuman.
14:13
S…
Speaker 1 (03)
If you want to scale a brand,
14:17
S…
Speaker 1 (03)
you have to abandon the face of the founder.
14:19
S…
Speaker 1 (03)
You have to abandon the face of the company.
14:21
S…
Speaker 1 (03)
And yet,
14:22
S…
Speaker 1 (03)
the second you do that,
14:23
S…
Speaker 1 (03)
it's the second you start to lose your soul.
14:24
S…
Speaker 1 (03)
So what is the solution?
14:28
S…
Speaker 2 (03)
Well,
14:30
S…
Speaker 1 (03)
a lot of people would say that we need to start telling better stories.
14:33
S…
Speaker 1 (03)
We've heard this storytelling storytelling is how we fix this if
14:37
S…
Speaker 1 (03)
we as a brand have stories and narrative around this then People
14:42
S…
Speaker 1 (03)
be engaged by that and I think storytelling is is a part of it,
14:46
S…
Speaker 1 (03)
but I'm not sure that storytelling is the answer Stories
14:51
S…
Speaker 1 (03)
are big stories are important But while humans love
14:55
S…
Speaker 1 (03)
a good story.
14:56
S…
Speaker 1 (03)
I believe that it's characters that we crave
15:00
S…
Speaker 2 (03)
While human beings love a good story,
15:02
S…
Speaker 2 (03)
it is characters that we crave.
15:05
S…
Speaker 2 (03)
These are some famous characters.
15:09
S…
Speaker 2 (03)
Beloved characters.
15:12
S…
Speaker 2 (03)
Despised characters.
15:14
S…
Speaker 2 (03)
Characters that elicit emotion.
15:16
S…
Speaker 2 (03)
Characters that very often,
15:18
S…
Speaker 2 (03)
if you know the movies they played in,
15:20
S…
Speaker 2 (03)
you could probably recite some of their famous lines.
15:23
S…
Speaker 2 (03)
Even though you may not remember the exact plotline of the movie
15:27
S…
Speaker 1 (03)
itself.
15:32
S…
Speaker 2 (03)
really two stories that get told.
15:35
S…
Speaker 2 (03)
There's comedies and there's tragedies.
15:38
S…
Speaker 2 (03)
There's love stories and there's the hero's journey.
15:41
S…
Speaker 2 (03)
You got a hero,
15:43
S…
Speaker 2 (03)
something goes bad,
15:44
S…
Speaker 2 (03)
and the whole rest of the story is them kind of getting back to good.
15:46
S…
Speaker 2 (03)
That's kind of every story,
15:48
S…
Speaker 2 (03)
and then you got romance stories.
15:50
S…
Speaker 1 (03)
That's it.
15:51
S…
Speaker 2 (03)
That's what we got to pick from.
15:53
S…
Speaker 2 (03)
People think about Pixar as being great storytellers,
15:57
S…
Speaker 1 (03)
and they are.
15:58
S…
Speaker 2 (03)
But they're telling the same story again and again and again.
16:00
S…
Speaker 2 (03)
What changes?
16:01
S…
Speaker 2 (03)
The characters change.
16:03
S…
Speaker 2 (03)
The characters change.
16:06
S…
Speaker 2 (03)
And I would submit to you that if there is a book,
16:08
S…
Speaker 2 (03)
a movie,
16:09
S…
Speaker 2 (03)
a TV show that you love,
16:12
S…
Speaker 2 (03)
it is not because of great screenwriting.
16:15
S…
Speaker 2 (03)
It is not because of great storytelling.
16:18
S…
Speaker 2 (03)
It is because there is a character that you resonate with.
16:21
S…
Speaker 2 (03)
As I said this before,
16:24
S…
Speaker 2 (03)
a brand is not a logo.
16:26
S…
Speaker 2 (03)
A brand is a fictional character.
16:29
S…
Speaker 2 (03)
If you would like for your brand to persist,
16:32
S…
Speaker 2 (03)
if you would like for your brand to be meaningful,
16:34
S…
Speaker 2 (03)
to have influence,
16:35
S…
Speaker 2 (03)
and to last forever,
16:37
S…
Speaker 2 (03)
then your brand needs to become a fictional character.
16:40
S…
Speaker 2 (03)
Your brand needs to become a fictional character.
16:44
S…
Speaker 2 (03)
So that begs the question,
16:46
S…
Speaker 2 (03)
how are characters made?
16:46
S…
Speaker 2 (03)
Thankfully,
16:48
S…
Speaker 2 (03)
this is not a question without an answer.
16:51
S…
Speaker 2 (03)
Any of you take any screenwriting classes or fiction
16:56
S…
Speaker 2 (03)
writing classes in school or outside?
16:58
S…
Speaker 1 (03)
Anybody?
16:58
S…
Speaker 1 (03)
Yeah,
17:00
S…
Speaker 2 (03)
I wish...
17:01
S…
Speaker 2 (03)
So I would sooner hire somebody with a screenwriting degree or
17:06
S…
Speaker 2 (03)
a fiction,
17:08
S…
Speaker 2 (03)
like creative writing,
17:09
S…
Speaker 2 (03)
fiction writing degree than I would a marketing degree,
17:12
S…
Speaker 2 (03)
a digital marketer.
17:14
S…
Speaker 2 (03)
And I don't believe that you should be allowed to graduate from
17:18
S…
Speaker 2 (03)
any major university with a marketing degree unless you have some type of
17:22
S…
Speaker 2 (03)
screenwriting.
17:24
S…
Speaker 2 (03)
the ability to craft characters,
17:26
S…
Speaker 2 (03)
to produce banter and repartee,
17:29
S…
Speaker 2 (03)
all these things are just critical to copywriting and anything.
17:32
S…
Speaker 2 (03)
So that's a bit of a rant.
17:33
S…
Speaker 2 (03)
But this notion of how are characters made,
17:36
S…
Speaker 2 (03)
how are fictional characters made,
17:37
S…
Speaker 2 (03)
is not an unknown.
17:38
S…
Speaker 2 (03)
It is taught.
17:39
S…
Speaker 2 (03)
And the framework is called the character diamond.
17:42
S…
Speaker 2 (03)
So if you were going to write a fiction story,
17:46
S…
Speaker 2 (03)
if you were going to say,
17:48
S…
Speaker 2 (03)
I want to create this fictional world,
17:52
S…
Speaker 2 (03)
that is a world of witchcraft and wizardry it's going
17:56
S…
Speaker 2 (03)
to take place englandish right and
18:00
S…
Speaker 2 (03)
you are going to create this entire world you would need to create characters
18:04
S…
Speaker 2 (03)
and if you were going to create characters one of the tools that
18:09
S…
Speaker 2 (03)
you would use to create those characters is the character diamond now what i'm going to teach you is how to build a character diamond for
18:13
S…
Speaker 1 (03)
a brand
18:13
S…
Speaker 2 (03)
This is the most rednecked,
18:16
S…
Speaker 2 (03)
bastardized version of a character diamond you'll ever see.
18:19
S…
Speaker 2 (03)
If you talk to somebody who actually knows how to really create rich,
18:22
S…
Speaker 2 (03)
amazing characters,
18:25
S…
Speaker 2 (03)
they will see what I'm about to show and be like,
18:28
S…
Speaker 1 (03)
that is just like,
18:30
S…
Speaker 1 (03)
that's just some baby stuff.
18:33
S…
Speaker 1 (03)
Right?
18:34
S…
Speaker 1 (03)
Yes.
18:35
S…
Speaker 2 (03)
Remember what I said before?
18:36
S…
Speaker 2 (03)
It's not about being,
18:38
S…
Speaker 1 (03)
you know,
18:39
S…
Speaker 2 (03)
accurate all the time.
18:40
S…
Speaker 1 (03)
This is correct.
18:44
S…
Speaker 1 (03)
This works,
18:45
S…
Speaker 2 (03)
and it's because the people that you're going up against from a brand perspective are so pathetic.
18:48
S…
Speaker 2 (03)
You want to write a fiction book that has meaning,
18:50
S…
Speaker 2 (03)
that has characters,
18:51
S…
Speaker 2 (03)
you're going to get some of the greatest writers on planet Earth.
18:53
S…
Speaker 2 (03)
Good luck with that.
18:55
S…
Speaker 1 (03)
J .K.
18:55
S…
Speaker 2 (03)
Rowling, she's pretty good.
18:57
S…
Speaker 2 (03)
J .R .R.
18:59
S…
Speaker 2 (03)
Tolkien, have fun with that.
19:01
S…
Speaker 1 (03)
C .S.
19:03
S…
Speaker 2 (03)
Lewis, come on now.
19:05
S…
Speaker 2 (03)
You're going to go up against some of these folks in terms of character creation?
19:08
S…
Speaker 2 (03)
I don't want that.
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