When you tell a good story, no one will complain about the cost.
Geoff Thatcher is the Founder and Chief Creative Officer of Creative Principals and the author of The CEO’s Time Machine, a fictional story about how a CEO created one of the most innovative companies in the world. Geoff shares his unique view and perspectives on how to elevate a brand through powerful stories and examples that will help you stand out from your competition!
Whether Geoff and his company are working with a major theme park to create a new experience or working with a commercial roofing company to shape their story for better marketing, the process he has developed brings it to life. Those insights are shared in his book.
[4:05] By being so obsessed with only looking to the future, you can miss key insights and lessons that were learned from the past.
[7:35] When it comes to innovation and new decisions, the most important thing you have to do is make a decision, even if it’s the wrong decision.
[8:40] No matter what, there’s never enough information out there.
[10:50] How did Geoff get into this line of work?
[13:50] The book is written like a theme park ride. What does that look like?
[17:20] The experience model of track, trust, inform, internalize, and act is rooted in psychology as well in history.
[19:30] How do you build unique companies in ”traditional” industries and create a message that stands out from the competition?
[24:15] Once you know the type of person you are serving, then you can build a story around that avatar.
[26:00] What are some of the common mistakes Geoff sees people making?
[28:30] Tell a good story and no one will complain.
[30:00] Geoff shares an example of how you can create a story and make it memorable.
Mentioned in This Episode:
Email Todd: Todd@Dynastylc.com