It’s the morning of Day 6.  With some writing done last night, I am now recollecting my thoughts on chapters and content briefly before I do the next block.

Thought it might be beneficial to share the outline for the content and chapters now. I invite you to comment on what you dislike, like, or feel is missing.

Content Outline

Advanced Warning: These are very likely to change frequently through the writing of the book.
 

Introduction:

• Doing Good is Good Business
  • What is Good business?
  • Why now?
  • Movements (B Corp, Conscious Capitalism, B1G1 etc)
• Personal vs Business
  • Bringing Your Good Self to Work
• Brand Story and Storytelling
  • Why it works?

Part I:

• Why You Suck At Storytelling
  • The Curse of Knowledge
  • Don’t know how to talk about yourself
  • Don’t want to upset or exclude anyone
  • The Unvocalised written word
• The Millennial Concept/Challenge
  • Self Determination / Entitlement to choose meaning
• Impact Model
  • Be the Change
• Brand Story
  • Formula
  • Impact Brand Story Advantage
• Be the Story
  • Authenticity or Death (slow and painful?)
• Part I – Key Takeaways/Actions

Part II:

• Brand Story Framework
  • Vision
    • Being Visionary
    • Statement
  • Values
    • Team alignment
    • Core/Espoused Values
  • Purpose
    • You & Your Brand
    • Formula
  • Impact
    • What do you do
    • Why should I care
  • Customer
    • Core Customer
    • Persona
  • Offer
    • Specific Problem You Solve
    • Experience of using your products and end results
  • Customer Experience
    • Mapping the journey
    • Emotional connection
  • Core Story
    • Tagline/USP
    • Personality
    • Tone
    • Impact Story
    • Brand Promises
    • Key Differentiator
  • Mission Alignment
    • How to tie everything together so it works
• Part II – Key Takeaways/Actions

Part III:

• Putting it to work:
  • Storytelling
    • Quick, Everywhere Now!
    • It’s always personal
    • Brand Design & Collateral
    • Content Marketing
    • Social Media
  • Language framework
    • Empower your team to self correct
  • Pervasiveness
    • All Leadership, All Teams, All Systems
  • Recruitment
    • Values, Purpose & Impact alignment (or bye bye).
  • Culture of Storytelling
    • Induction
    • Continuous Celebrate
  • Mission Alignment
    • Pitfall spotting
• Part III – Key Takeaways/Actions

Part IV:

• Case Studies (Big)
  • To Be Defined
• Case Studies (Up and Coming)
  • To Be Defined
• What not to do:
  • To Be Defined
• Part IV – Key Takeaways/Actions

And that’s where it stands at Day 6. I invite you to comment below. Next up for me is to pick something from above and start writing!

EDIT: Good day today! At end of day I have posted an additional blog post taking one of the points and producing 500 words. Check it out here

Warmly, Luke