Meet Rambo

We don’t meet Rambo when he was born. We don’t meet him in school. Not even in Vietnam.

We meet him after all of that has already happened. We see him walking down a path, arriving in Hope, Washington.

We meet him at the latest possible time in the story.

Most business stories are different. They start at the earliest possible time. Usually when the business was founded. And then they continue by telling us about the company milestones – all kinds of events that matter a great deal to the founder but not at all to the audience.

When they get to the interesting parts, they have long lost our attention. Rather than to make us curious about the story, the founders expect us to be already curious. Which we’re not.

It’s much better to do it like the great novels and movies. Start at the latest possible point. Speak about things that grab our interest. Give us a reason to care

When you do, it’s almost inevitable that we want to know the details.

What if you could speak with irresistible clarity?

Learn how in this free video series:

Read More

10 eyewitnesses

If, after a car accident, you ask 10 eyewitnesses what they saw, you will hear 10 different versions of the same accident, possibly even contradictory

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Dr. Michael Gerharz

Dr. Michael Gerharz


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