One of the most important elements of your story is the Foundational Phrase. This is one sentence that sums up the meaning of the entire story. Ideally, a month, a year, or five years after hearing your story, people will remember the purpose of your story when they remember that phrase.
Some business examples are:
Nike.
You probably just heard the phrase Just Do It in your head.
BMW.
The Ultimate Driving Machine.
Verizon. Can you hear me now? Good.
Those are all memorable corporate taglines.
From my stories, I have phrases like Sell More With Stories and Break the Chain.
Probably the most famous foundational phrase of any story in American history is from Dr. Martin Luther King, Jr.: I Have a Dream.
These are short Sentences that instantly remind us of the point of a story or speech.
In the next three posts we’ll break down how you can create your memorable foundational phrase.
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Michael’s mission is to help leaders, managers and sales professionals communicate with more confidence, impact, and influence. This passion is born from his own communication difficulties early in his career.
Fortunately, he discovered that public speaking is like riding a bike, swimming or driving a car - it’s a learnable skill. Once he discovered this ‘secret’ he became a voracious student of the craft. He took courses, studied some of the world’s best speakers and storytellers and continues to study presentation and business storytelling skills.
He is hired by companies and organizations, leaders, managers and sales professionals, and TEDx speakers to help them become more confident, impactful and influential communicators.
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