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May 14, 2016 at 16:29
It's not how good you are. It's how well you tell your story. Big corporations might have huge marketing and advertising budgets but you’ve got a story. Your brand story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. 'The Fortune Cookie Principle' is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand’s story from the inside out. It’s the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve.Source
I read a recommendation on Medium, from an entrepreneur that felt this book changed his perception and ultimately had led him to desired meaningful results. He felt it was a game changer. I am not sure about this definition but I surely think it has great value and a must read for every entrepreneur. It gives practical advice and the rational behind the 20 elements that can help you understand why and how you should build your story.SHOP
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