Day 4 and I have had some pretty powerful realisations.

I was starting to feel concerned as I contemplated the chapters for this project.

Now it is all pretty clear after focusing on three things:

• Why I am writing this book
• Who it is for, specifically
• What result I want to help them achieve.

Pretty simple.

And the chapter outline has revealed itself to me. I am however sitting here fighting my eye lids.

Why am I writing this book?

I speak to many founders with awesome businesses who are struggling to get the growth they crave. They are great when put in front of the right potential customer, but that’s where it ends. The passion and conviction they have does not come across through their brand or marketing.

Put simply. Their brand story sucks!

It doesn’t have to be that way. A great brand story is waiting to be extracted, shaped and polished. From a rough diamond to a sparkling, masterfully cut stone that catches attention from across the room.

A masterful brand story means more real connections and a growing tribe. Resulting in greater impact and profits.

Who is this book for?

Founders who are hell bent using their business to create real, positive social and/or environmental impact, and create healthy profits. But they are lost when it comes to their brand story.

What result I want to help them achieve?

Crafting a brand story with positive impact at its heart, an impact embedded brand story. And all the foundation work to ensure it is livable and connects brands with their tribe.

That’s my twist – I work selectively with brands that have a positive social and/or environmental impact, as well as making healthy profits. I am passionate about embedding impact into brand story, and growing the impact tribe: B Corp, Conscious Capitalism, Byron to Bundy.

Day 4 done. Chapter list is sorted. I will start the content writing tomorrow.