What’s the thing you can say that makes people lean in? Then rocks them back on their heels in a good way. “Tell me more!”

Every brand wants it; but it’s really hard to get to. I wonder why.

•Are we in too big a hurry?

•Do we think we need to say what other brands are saying to be considered?

Maybe yes to both. But there’s something else:

•Have we ever found someone who can be a great translator and who also has a “knack” for drawing the special stuff out of folks?

That’s what I’ve been told I do. My workshops aren’t downloads of the things you’ve talked about a thousand times — they result in constant surprises; true to the brand but completely new territory.

And these things, very often are not only differentiating, but make incredibly good sense to your would-be customers.

Armed with these new nuggets, I help figure out the language that can make the brand one of a kind, and can also prioritize it all — or any part of it, including that promise that sits at the very top of the Brand Pyramid.

For Stinkbug Organics, that all had to do with the effectiveness of the product (it really works) and the Founders’ desire to give second chances and spread hope.