Day 2 of Blog a Book in 21 days

Today my focus has been on who this book is for.

Even more importantly, who it is not.

I’ve been researching books in the spaces that I am considering (yep, day two and still not fixed on the direction). What I have seen is there is an appetite for Brand Storytelling, and Conscious Business.

Three conversations today have been quite serendipitous for this stage. One is a prospect I have been dancing with who seemed to get the concept of having a positive social/environmental impact AS WELL AS making a healthy profit.

Seemed to. The managing direct was nodding intently during the initial video conference. It is a prerequisite for becoming a client of mine. Not the nodding. The intention to have us help you on that journey of becoming a brand with positive impact authentically infused in your brand story.

This morning the follow on conversation was not the same. Absent the Managing Director it was devoid of impact. All about a story-less marketing campaign. Tactics and KPIs. Makes my gut say no.

The flip side. A prospective client in their opening email conversation lays out their social impact and intention to scale it, with conversation about B Corp too. This is the shit I am here to do! Goose bumps on my face, feel good, purposeful work.

Following these I had the pleasure of spending some time with a new friend. A brother from another mother. Also new to Brisbane. Nick you are possibly reading this. Thank you for your authenticity and fearlessness. I trust we will have many more catch ups.

I am resolute in who this book is for. My tribe. People who are doing freaken awesome things in this world, yet are having difficulty articulating and sharing their story, likely because they have no idea where to start.

Brand storytelling isn’t something we are born able to do. Unless I get a divine inspiration over night telling me otherwise, that is what this book will be about. And given we are at day 2 right now, I better get started on the Table of Contents!

Will be writing soon. Need to figure out how I will share that. Stay tuned.

Session over.


I'm Luke Faccini, a brand storyteller and strategist in Brisbane Australia.

I help conscious business people articulate and tell their authentic brand story to connect with their tribe. I love branding, business, and people with purpose.

My purpose is Helping Good Businesses Become Better Brands.

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