In terms of corporate communication, businesses in general — and startups in particular! — should focus less on storytelling and more on storycrafting.
If you must choose, knowing your brand is better than knowing your audience. Authenticity trumps trying too hard to pour sweet honey down someone's ears.
While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Identify a stupid majority and join forces with the smart minority to bring the giants down. It might just become the finest PR work of your career.
We all have the tools we need to build our personal brands. And by using this personal brand framework, you can, too.