The document discusses how brands can identify and connect with their users' inner truths, fears, dreams, and desires for change. It advises brands to listen for what users wouldn't say out loud and empathize with their frustrations. Successful brands like Nike and Apple validate what's already inside users rather than teaching them something new. The best stories encourage users to be what they want to be by making them feel understood.

1. INNER
TRUTH

2. IDENTIFY
YOUR USER'S
FEARS &
DREAMS

3. DREAMS
ARE WHAT MAKE
OUR LIVES
BIGGER

4. FEARS
INDICATE
A DESIRE FOR
SOMETHING
MORE

5. YOUR USER
HAS UNSPOKEN
DREAMS

6. HE/SHE WISHES
HE/SHE COULD
BE BETTER
DO BETTER
HAVE BETTER

7. YOUR USER
HAS UNSPOKEN
FEARS

8. HE/SHE IS
AFRAID TO
BE DIFFERENT
DO DIFFERENT
ACT DIFFERENT

9. THE REASON
FOR NOT CHANGING
IS NOT
WEAKNESS

10. THE REASON
FOR NOT CHANGING
IS THEY FEEL
ALONE
IN THIS

11. ALL THEY NEED
TO CHANGE
IS A FRIENDLY
NUDGE

12. ALL THEY NEED
TO CHANGE
IS A FRIENDLY
ENCOURAGEMENT

13. ALL THEY NEED
TO CHANGE
IS A FRIENDLY
GUIDANCE

14. ALL THEY NEED
TO CHANGE
IS A FRIENDLY
ADVICE

15. ALL THEY NEED
TO CHANGE
IS A FRIENDLY
INSPIRATION

16. JUST DO IT.

17. JUST DO IT.
THINK DIFFERENT.

18. JUST DO IT.
THINK DIFFERENT.
OWN THE MOMENT.

19. JUST DO IT.
THINK DIFFERENT.
OWN THE MOMENT.
FEEL AT HOME
EVERYWHERE.

20. YOUR JOB
AS A BRAND
IS TO
GIVE THEM
CONFIDENCE
TO GO FOR IT.

21. THAT'S THE
ONLY STORY
YOUR USER
TRULY
CARES ABOUT

22. HOW DO YOU
IDENTIFY
THE INNER
TRUTH

23. LISTEN
TO YOUR USER'S
INNER
VOICE

24. LISTEN
TO WHAT THEY
WOULDN'T SAY
OUT LOUD

25. THE INNER TRUTH
IS NOT A PROBLEM
YOUR BRAND
IS SOLVING
DIRECTLY

26. THE INNER TRUTH
IS A FRUSTRATION
YOUR BRAND
SHARES &
EMPATHIZES WITH

27. THE BRAND IS ABLE
TO EMPOWER THE HERO
BECAUSE OF ITS
EXPERTISE
VALUES
MISSION

28. THE BEST STORIES
DON'T TEACH
US ANYTHING
NEW

29. THE BEST STORIES
VALIDATE
WHAT'S ALREADY
THERE

30. THE BEST STORIES
VALIDATE
WHAT'S ALREADY
INSIDE
OF US

31. NIKE DOESN'T TELL
ATHLETES
THEIR JOB IS
HARD

32. NIKE DOESN'T TELL
ATHLETES
THEIR JOB IS
HARD
they know it is.

33. APPLE DOESN'T TELL
WORKERS
THEY THRIVE
TO BE MORE
CREATIVE

34. APPLE DOESN'T TELL
WORKERS
THEY THRIVE
TO BE MORE
CREATIVE
they know they do.

35. BUT IT FEELS GOOD
TO BE UNDERSTOOD,
& ENCOURAGED
TO BE WHAT YOU
WANT TO BE

36. So
THE INNER TRUTH
IS SOMETHING YOUR
USER FEELS
ALREADY
BUT NOT ON A
CONSCIOUS LEVEL

37. WOMEN KNOW
IT'S OK
NOT TO BE PERFECT
BUT IT'S NOT
NECESSARILY
EASY TO ADMIT.

38. AMBITIOUS PEOPLE
WANT THEIR TRUE
POTENTIAL TO
SHOW
BUT WOULD NOT
CLAIM IT.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

39. HOW TO MAKE
THE MOST
OUT OF THE
2ND EXERCISE

40. THE EXERCISE IS
A LETTER.
IT REQUIRES TO
PUT YOURSELF IN AN
EMOTIONAL
STATE.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

41. THE HERO IS
WRITING TO
A VERY DEAR
PERSON WHOSE
JUDGEMENT
HE/SHE TOTALLY
TRUSTS.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE
a best friend, godmother,
uncle, mentor.

42. THE PURPOSE
OF THE LETTER
IS TO CONFIDE
AN EVENT,
A CONVERSATION
OR THOUGHTS
ABOUT SOMETHING
THAT FEELS WRONG
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

43. THE HERO
SHARES HIS/HER
UNSATISFACTIONS
ABOUT HOW
THE WORLD GOES.OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE
regarding family, society,
work, the environment
or his/her intimate world.

44. DON'T OVERTHINK
THE EVENT.
ACCEPT THE FIRST
IDEA THAT COMES
TO YOUR MIND.OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

45. REMEMBER THAT
THE THOUGHTS
OF THE HERO
ARE INTIMATE.
HE/SHE WOULDN'T
SHARE THEM WITH
JUST ANYONE.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

46. USE A VERY
PERSONAL
TONE OF VOICE.
EVEN IF THE TOPIC
IS BUSINESS.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

47. AT ONE POINT
THE HERO
SEES A LIGHT
IN THE DARK.
HE FEELS THAT THE
CLICHÉS SOCIETY IS
REPEATING LIKE A
MANTRA ARE NO
LONGER TRUE.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

48. HE FEELS THAT THEY'RE
MISSING SOMETHING.
OR THAT THEY'RE
LYING TO THEMSELVES.
OR THEY JUST DON'T
SEE HOW THINGS
ARE DIFFERENT
NOW
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE
Nike could mention that self-indulgence
shouldn't be glorified. Dove that beauty
shouldn't equal perfect.

49. FINALLY, THE HERO
LETS GO OF HIS/HER
YEARNING FOR
SOMETHING NEW.
HE/SHE DARES
EXPRESS OUT LOUD
THE DESIRE FOR
A NEW WAY.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

50. THAT'S WHERE
THE BRAND
WILL COME IN
AS A MENTOR
TO SAY IT IS
POSSIBLE.
OWNING THE MOMENT
WELCOME TO ANYTHING IS POSSIBLE

51. NOW
DIVE
IN