September 1, 2025 • 15 mins
Don’t Stop Telling Your Story (Yes, Cracker Barrel just proved it)
Scrambled or over-medium—either way, today we’re serving a simple truth most brands forget: you don’t need a new story… you need to keep telling the one that made you worth listening to in the first place.
Brandon & Caleb use the Cracker Barrel logo saga as a jumping-off point to show how repetition + relevance beats shiny “rebrands” every day of the week.
Then we dig into how to mine and retell your origin story from fresh angles so it never goes stale.
In this episode:
- The two levers that make advertising work: repetition and relevancy
- Why your audience hasn’t heard your story nearly as often as you think
- How to retell the same story from new POVs
- What big brands get right and how to steal the playbook
- A quick framework to pressure-test your message before you “rebrand” it away
Try this this week:
Write your origin story in 3 versions: 1) your voice, 2) a customer’s voice, 3) a skeptic-turned-fan. Rotate them in your ads for the next 90 days. Watch recall go up.
Join the Maven Marketing Mastermind → mavenmethodtraining.com
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LinkedIn: https://www.linkedin.com/company/frank-and-maven/
Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!
Get a copy of our Best-Selling Book, The Maven Marketer Here:
https://a.co/d/1clpm8a
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm joined by Caleb.
How do you like your eggs, AJ?
Speaker 2 (00:14):
Scrambled every time.
Speaker 1 (00:15):
You are a scrambled guy.
Speaker 2 (00:16):
I'm a scrambled guy.
How about you.
Speaker 1 (00:19):
Yeah, you know what, over medium.
Speaker 2 (00:21):
Over medium.
Every time I don't likescrambled.
I love scrambled.
Speaker 1 (00:25):
I don't like scrambled, probably for the same
reasons you do scrambled orover hard if I'm making it.
I don't really like those thingsgive me them runny, no, yeah,
no, that's a mess, I want therunny ones.
Hey, speaking of breakfast,there is a lesson that we're all
learning, but then there'sanother lesson that nobody's
talking about.
Yeah, and we're talking.
We're not talking about logos.
We're all learning.
But then there's another lessonthat nobody's talking about.
(00:45):
Yeah, and we're not talkingabout logos.
We're not talking about thesanctity of keeping classic
values.
We are talking about story, andyou've seen the Cracker Barrel
fiasco change back to original.
Now I'm a thank goodness.
I'm the thank goodness camp.
Yeah, I like classic things.
I like that.
All the thank goodness camp.
Yeah, I like classic things Ilike that, all that stuff is
(01:06):
true.
Yeah, they should have had alittle bit more sensitivity.
We're not here to beat upCracker Barrel.
No, there's a lot of thingsthat went on in that boardroom
and in that process, and ifthere's one thing I know about
branding hardest jobs, 100anybody could have they probably
had a terrible three weeks andthen they're going to be
followed by the best fourthquarter ever.
Speaker 2 (01:28):
Could.
That's my, that's going to bemy guess.
Um, they got more pr.
This is not what we're talkingabout.
They got more free press in thelast two or three weeks than
any restaurant in the wholeworld.
Speaker 1 (01:38):
Yes, yes, they did.
If only think about it, if onlyit were by design yes, maybe it
was, maybe I don't know wewould never.
Speaker 2 (01:45):
That would be pretty wild would be that we would
never know yeah, here's thething, though.
Speaker 1 (01:49):
Um, everybody's talking about logo and like, how
dare you, and don't take mystuff away.
That's fine and y'all you knowthat's an easy lesson to learn,
but let's go to the positiveside of that.
Um, this episode is actuallygoing to be called um, I don't
know who know who needs to hearthis, but, uh, keep telling your
story.
And then we just kind ofrealized at the last minute oh,
you know what?
That's exactly what CrackerBarrel did as well.
(02:13):
So, um, quick, other story wewere on our mastermind call this
week.
Hey, you should, you shouldjoin.
How do you get on thatmastermind?
Speaker 2 (02:22):
Methodtrainingcom.
I'll say that again mavenmethod trainingcom, you can go
there uh, read all about it andsign up.
Speaker 1 (02:29):
We are making all things about all businesses
better with marketingcommunication on this, uh by
month, sorry by weekly call uh,and if you want to join that and
basically get uh advice fromour team for a fraction of a
fraction of a fraction of whatyou would pay as a client, bring
your stuff, bring your mediaplans, bring your copywriting,
bring your branding ideas.
(02:50):
Maybe we'll save you from aCracker Barrel fiasco, maybe we
won't, I don't know.
But hey, on there we had a guywho's doing some really cool
things and he's basicallywanting to grow his organization
and he just kind of, and givingthe summary of who he is and
(03:10):
what he's doing, uh, he's like,how should I grow from here?
I'm like, hold on, wait, youhave done that amount of um
impact in an 18 month period.
He just he just spouted offsome things like they weren't
any big deal and he goes.
You know, basically I'm notbeing mean to him, but he's like
what should my message be?
And I'm like you missed it,dude.
Speaker 2 (03:27):
You have the message.
It's right there.
Speaker 1 (03:29):
Yeah, and so secondary title of this episode
is Do Not Stop Telling yourStory.
And what happens?
As leaders, as entrepreneurs,we have done so much inside the
bottle, we have done so muchgrinding and, you know, lost
sleep and lost hours, and wehave told the story to ourself
(03:50):
hundreds of times and to othershundreds of times and I think we
just forget how special that isand a lot of people stop
telling the good thing long,long, long, long, before it's
about to be their rocket fuel.
Yes, and so that that is thething right.
Speaker 2 (04:10):
Yeah, and I think I think that shows up in, shows up
in your marketing, it shows upin how you talk and a lot of
times you end up.
You end up.
Maybe you get tired of sayingit.
I don't think you get tired ofof talking about it, telling
your story, but you thinkeverybody else that's your
perception.
It's like I've said this ahundred times, so they've
definitely heard it a hundredtimes.
The answer is no, they have notand you haven't said it's
(04:33):
probably to the same hundredpeople a hundred times.
And so don't, don't give up,don't stop saying it.
Somebody's hearing it for thefirst time.
Somebody's hearing it for theright time.
You know the first right timeand you need to continue telling
that story.
We're going to talk about thattoday.
Speaker 1 (04:50):
There's only two ways to make advertising work better
.
You increase the repetition oryou increase the relevancy.
And think about how many notmillions, tens of millions, if
not hundreds of millions ofpeople just now learned who
Uncle Herschel is and just nowlearned about the values that
the store was founded on.
And he's not just some randomcharacter in that logo.
(05:13):
There was a real intention andthat was the brand's origin
story.
Yeah, and what if?
And not to pick on them, butwhat if they had just told their
origin story to a generationthat hadn't heard it ever?
Speaker 2 (05:25):
Yeah.
Speaker 1 (05:25):
Or a generation that hasn't heard it in 20 years.
It's maybe stuck in some cornerof an About Us page on their
corporate website, but mygoodness, I had never heard the
story.
I didn't know who that guy wasand I'm a brand guy, right.
Speaker 2 (05:38):
Yeah.
Speaker 1 (05:39):
Those are things I stop and pay attention to, and I
think that's the thing.
Speaker 2 (05:42):
Everybody has that nostalgia, everybody has that
semblance of our version of,maybe Cracker Barrel's story and
you don't want to move awayfrom that.
You want to just remind me ofthat, cause I, if I have a
connection with it, it's a partof me, if I've connected with it
, when you sever that connection, you're almost starting over.
(06:03):
You are starting over, yeah, uh, cause you have to retell a new
story.
Speaker 1 (06:07):
Yes.
So the lesson isn't just don'tchange things.
It's like realize the treasurethat is in your origin thing.
How many times has Nike toldpeople to just do it?
Speaker 2 (06:19):
Oh, 10,000.
Speaker 1 (06:21):
Tens of thousands of times in tens of thousands of
different ways.
Right, I think of the big bigbrands Hopefully don't lose this
but I think of the ClydesdalesBudweiser.
I think of the Polar BearCoca-Cola 15 minutes could save
you.
Yeah, geico hasn't forgot it,and it's like it is still new,
surprising and different, if youjust treat it as an ever-living
(06:43):
thing.
So your origin story, why youstarted this thing.
Speaker 2 (06:46):
Yeah.
Speaker 1 (06:47):
Maybe it's your Uncle , herschel Like, who inspired
you to do it Like we have anorigin story.
We don't stop saying it.
We don't stop saying marketersthat can't teach you why are
just a fancy lie.
But what you may not know isthat that part of our origin
story is not just repeated onthis podcast.
That's not just a slogan.
That is something that is saidliterally every day inside these
(07:08):
four walls.
We start our Monday morningmeetings with that.
That's a core value of ours andit came from an era where I was
trying to learn marketing andtrying to grow some businesses
and I realized every time Itaught something, I got better
at it and I became a moredeserving consultant because I
(07:29):
was teaching something, and Ialso learned that that was
actually secretly the secret ofus getting some really, really
cool opportunities.
I've literally been able to goall around the world with
clients that are doing big, bigthings just because we
originally before we knew why wewere teaching, and so that's
(07:52):
our little origin story.
Yeah, you have one too.
Speaker 2 (07:55):
That's right.
Speaker 1 (07:56):
You have something that happened to you when you
were eight years old thatsomehow aligns with where you
ended up why, you wanted to bean attorney, or why you like to
work with your hands, or thatinforms your craftsmanship or
informs your why you do things.
That informs your craftsmanshipor informs your why you do
things.
And then we're all reminded ofthe famous TED Talk, simon Sinek
(08:17):
, which inspired the book StartWith why, and he says he says
people don't buy what you do,they buy why you do it.
Speaker 2 (08:24):
And then he says it again People don't buy what you
do, they buy why you do it.
Yeah.
And the thing is they will notjust they buy why you do it, but
they'll forget why you do it.
If you don't remind them, ifyou don't reconnect with them,
you will lose that, thatinherent why, and that your
story is that why.
(08:45):
Your story is the connection tothat why.
So we're using a pretty broad,pretty broad language around
that and every story isdifferent for every business and
so we can't be prescriptive inthis.
But there is some sort ofmissional, uh origin story or
some sort of vision and how youare changing the world, and you
can tell that over and overagain.
(09:06):
Um, the former ceo of starbucks, howard schultz, says only when
you're sick of hearing yourselfsay it will your team begin to
hear it A little company calledStarbucks.
A little company calledStarbucks.
Speaker 1 (09:17):
And he when you are sick of saying it is when
everybody else will start tohear it.
Speaker 2 (09:22):
And so that's why we're having this episode today
because somebody out there youthink your message is dead.
You think your story is dead,that campaign you've been
running for a couple, few years.
People are done hearing it.
They're not hearing it anymore.
We need to redo the whole thing.
We need to throw it out thewindow.
Take a lesson from some bigbrands out there.
(09:43):
Don't throw it out the window.
Now there are times to pivotyour message.
Speaker 1 (09:48):
There are times to Focus on the other character
than the main character messagethere are times to Focus on the
other character than the maincharacter.
Speaker 2 (09:52):
Yeah, there are times to approach it a little bit
differently, but we don't throwout the story.
Speaker 1 (09:58):
Yeah, I think I can say this the student we're
talking about in the mastermindthe other day, he's building
homes for people in Ukraine andwe were like you feel like
you've come and told that story.
Hey, I took the money youdonated and I went and built
this house and it's like you'veonly told it from your vantage
point.
Tell it from the homeowner'svantage point, tell it from the
kid's vantage point, tell itfrom the dog's vantage point,
(10:25):
and you can drop people off inthe middle of that story and it
looks different.
You know those movies that haveprequels and you see the same
storyline but played through adifferent set of eyes.
Speaker 2 (10:33):
Yeah, there, there are also those, those movies
that I can't think of one rightnow.
Carter would help us where it'slike multiple vantage points
and and then at the end they allcome together and you realize
you know you were seeing thesame story.
That's your campaign, yeah.
Speaker 1 (10:47):
And whatever got you crazy enough to do this thing in
the first place is stillmotivating, and let's just
pretend you weren't changing theangle.
You should change the angle,but let's just pretend you
weren't.
By way of attrition and mediafragmentation alone, there are
(11:07):
new people who have never heardit.
And just like the origin storywe all know to be true now for
Cracker Barrel, which makes uswant the old even more, there
are people wanting your oldthing even more.
It's the first time they'veheard it, so yeah, yeah.
Speaker 2 (11:17):
So just for the record, we're saying tell the
same story, don't lose thatheart, that the heartbeat behind
your business.
Um, but we also when if you'rethinking about big tv campaigns
or radio campaigns we run newads on a regular basis.
We are constantly changing ourtraffic, our ads but the story,
(11:37):
the core, the core heartbeat ofthose ads has not changed.
Inside of that, we are justwalking up to it from a
different angle and and adifferent approach at different
times.
And, um, you may be saying I'mnot building homes in the
Ukraine or or saving, you know,refugees or whatever your origin
story is in there, how you wantto change the world.
It may be that you're rescuingthe world from overpaying for
(12:01):
whatever you sell.
That literally could be.
It is like I've seen too manypeople get screwed over by
shysters and it's my mission tostop that.
There are a hundred ways youcan say that story.
Speaker 1 (12:12):
Think about my friend Joey, who has a roofing company
, and you think well, what'swhat's inspiring about a roofing
company?
Well, he's like I have.
I envision a world where peoplecan be lifelong friends with
their roofer.
Speaker 2 (12:24):
Sounds like Joey.
Speaker 1 (12:25):
It sounds like Joey.
Speaker 2 (12:26):
Yeah.
Speaker 1 (12:26):
But think about that, like all of the transactional
stuff that goes around the houseand he's that's his roofer way
of saying I want to be yourfriend.
Wouldn't it be nicer to have afriend that you feel good about
doing business with thansomebody you just have to?
So hey, it's a simple point,but it is a powerful point.
Reputation breeds reputation,and you are what you repeatedly
(12:51):
do.
So just repeatedly do the thingyou want to become, and the
world will treat you like that.
They will show up and trust me.
Even when it's not exciting toyou, they will be excited about
it.
Yeah, if you've never hadsomebody help you articulate
that story and and read back toyou why you're special, it takes
(13:12):
an outside party, and thatoutside party could be, you know
, your mom or your dad, or itcould be a trusted friend.
It probably should be somebodywho doesn't mind shaking you up
a little bit yeah, or we wouldbe happy to be that or badgering
you with questions yes, no, no,no, what is it really?
Speaker 2 (13:31):
No, no, no, what is it really?
Speaker 1 (13:32):
Our origin stories.
For our clients take days topull out of them.
Yes, you add up all the time wespent grilling them.
It's days.
Speaker 2 (13:39):
And then they develop over years.
Yes, we'll consistently finddeeper levels of that origin
story and we're like, oh, okay.
Speaker 1 (13:48):
Now it goes further.
Okay, now it goes further.
There's a client we just had intoday and we had worked with
him for a long time I mean acouple years at least before we
figured out he had a tattoo thatwas really iconic or not iconic
, but nobody had seen the tattooexcept for his friends who go
to the pool with him, I guess.
But he has a tattoo that had abig part of his origin story
(14:11):
tied into it that ended up whyhe wanted to do what he did.
We made a commercial about thattattoo.
It's probably the most viralcommercial that we've made.
Yes.
And people ask him about it likeall the time now, and so even
his church friends.
That was like really weird forhim.
So like you really, have atattoo.
He's like, yeah, so anyway,there are different angles.
(14:31):
You pull out and we just kickedthe door back open again.
But if you've never hadsomebody, help you do that.
Join the mastermind, even ifit's just for a month, and bring
your thing and be like help mearticulate this in a better way
MavenMethodTrainingcom, you cansign up and we'll get you right
in, but if not, the bigger pointthere is find somebody who is
(14:54):
willing to grill you and say no,why no, why no, but really why?
I'm telling you after doingthis for 15 years, it takes
hours and hours and hours tofinally get to the thing.
So go do that, find your story,tell it, tell it some more.
There is always a new audienceand who you are is unique and
(15:17):
wonderful.
Don't reduce yourself to someshallow set of marketing tactics
and cliche phrases.
You have a story worth telling.
You have an Uncle Herschel, anddon't forget that.
Yeah.
Cool, we'll be back here everyweek answering your real-life
marketing questions.
Because, Because, repeat itagain marketers who can't teach
(15:41):
you why Are just?
Speaker 2 (15:43):
a fancy lie.
Speaker 1 (15:43):
Have a great week.
Have a great week.
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm joined by Caleb.
How do you like your eggs, AJ?
Speaker 2 (00:14):
Scrambled every time.
Speaker 1 (00:15):
You are a scrambled guy.
Speaker 2 (00:16):
I'm a scrambled guy.
How about you.
Speaker 1 (00:19):
Yeah, you know what, over medium.
Speaker 2 (00:21):
Over medium.
Every time I don't likescrambled.
I love scrambled.
Speaker 1 (00:25):
I don't like scrambled, probably for the same
reasons you do scrambled orover hard if I'm making it.
I don't really like those thingsgive me them runny, no, yeah,
no, that's a mess, I want therunny ones.
Hey, speaking of breakfast,there is a lesson that we're all
learning, but then there'sanother lesson that nobody's
talking about.
Yeah, and we're talking.
We're not talking about logos.
We're all learning.
But then there's another lessonthat nobody's talking about.
(00:45):
Yeah, and we're not talkingabout logos.
We're not talking about thesanctity of keeping classic
values.
We are talking about story, andyou've seen the Cracker Barrel
fiasco change back to original.
Now I'm a thank goodness.
I'm the thank goodness camp.
Yeah, I like classic things.
I like that.
All the thank goodness camp.
Yeah, I like classic things Ilike that, all that stuff is
(01:06):
true.
Yeah, they should have had alittle bit more sensitivity.
We're not here to beat upCracker Barrel.
No, there's a lot of thingsthat went on in that boardroom
and in that process, and ifthere's one thing I know about
branding hardest jobs, 100anybody could have they probably
had a terrible three weeks andthen they're going to be
followed by the best fourthquarter ever.
Speaker 2 (01:28):
Could.
That's my, that's going to bemy guess.
Um, they got more pr.
This is not what we're talkingabout.
They got more free press in thelast two or three weeks than
any restaurant in the wholeworld.
Speaker 1 (01:38):
Yes, yes, they did.
If only think about it, if onlyit were by design yes, maybe it
was, maybe I don't know wewould never.
Speaker 2 (01:45):
That would be pretty wild would be that we would
never know yeah, here's thething, though.
Speaker 1 (01:49):
Um, everybody's talking about logo and like, how
dare you, and don't take mystuff away.
That's fine and y'all you knowthat's an easy lesson to learn,
but let's go to the positiveside of that.
Um, this episode is actuallygoing to be called um, I don't
know who know who needs to hearthis, but, uh, keep telling your
story.
And then we just kind ofrealized at the last minute oh,
you know what?
That's exactly what CrackerBarrel did as well.
(02:13):
So, um, quick, other story wewere on our mastermind call this
week.
Hey, you should, you shouldjoin.
How do you get on thatmastermind?
Speaker 2 (02:22):
Methodtrainingcom.
I'll say that again mavenmethod trainingcom, you can go
there uh, read all about it andsign up.
Speaker 1 (02:29):
We are making all things about all businesses
better with marketingcommunication on this, uh by
month, sorry by weekly call uh,and if you want to join that and
basically get uh advice fromour team for a fraction of a
fraction of a fraction of whatyou would pay as a client, bring
your stuff, bring your mediaplans, bring your copywriting,
bring your branding ideas.
(02:50):
Maybe we'll save you from aCracker Barrel fiasco, maybe we
won't, I don't know.
But hey, on there we had a guywho's doing some really cool
things and he's basicallywanting to grow his organization
and he just kind of, and givingthe summary of who he is and
(03:10):
what he's doing, uh, he's like,how should I grow from here?
I'm like, hold on, wait, youhave done that amount of um
impact in an 18 month period.
He just he just spouted offsome things like they weren't
any big deal and he goes.
You know, basically I'm notbeing mean to him, but he's like
what should my message be?
And I'm like you missed it,dude.
Speaker 2 (03:27):
You have the message.
It's right there.
Speaker 1 (03:29):
Yeah, and so secondary title of this episode
is Do Not Stop Telling yourStory.
And what happens?
As leaders, as entrepreneurs,we have done so much inside the
bottle, we have done so muchgrinding and, you know, lost
sleep and lost hours, and wehave told the story to ourself
(03:50):
hundreds of times and to othershundreds of times and I think we
just forget how special that isand a lot of people stop
telling the good thing long,long, long, long, before it's
about to be their rocket fuel.
Yes, and so that that is thething right.
Speaker 2 (04:10):
Yeah, and I think I think that shows up in, shows up
in your marketing, it shows upin how you talk and a lot of
times you end up.
You end up.
Maybe you get tired of sayingit.
I don't think you get tired ofof talking about it, telling
your story, but you thinkeverybody else that's your
perception.
It's like I've said this ahundred times, so they've
definitely heard it a hundredtimes.
The answer is no, they have notand you haven't said it's
(04:33):
probably to the same hundredpeople a hundred times.
And so don't, don't give up,don't stop saying it.
Somebody's hearing it for thefirst time.
Somebody's hearing it for theright time.
You know the first right timeand you need to continue telling
that story.
We're going to talk about thattoday.
Speaker 1 (04:50):
There's only two ways to make advertising work better
.
You increase the repetition oryou increase the relevancy.
And think about how many notmillions, tens of millions, if
not hundreds of millions ofpeople just now learned who
Uncle Herschel is and just nowlearned about the values that
the store was founded on.
And he's not just some randomcharacter in that logo.
(05:13):
There was a real intention andthat was the brand's origin
story.
Yeah, and what if?
And not to pick on them, butwhat if they had just told their
origin story to a generationthat hadn't heard it ever?
Speaker 2 (05:25):
Yeah.
Speaker 1 (05:25):
Or a generation that hasn't heard it in 20 years.
It's maybe stuck in some cornerof an About Us page on their
corporate website, but mygoodness, I had never heard the
story.
I didn't know who that guy wasand I'm a brand guy, right.
Speaker 2 (05:38):
Yeah.
Speaker 1 (05:39):
Those are things I stop and pay attention to, and I
think that's the thing.
Speaker 2 (05:42):
Everybody has that nostalgia, everybody has that
semblance of our version of,maybe Cracker Barrel's story and
you don't want to move awayfrom that.
You want to just remind me ofthat, cause I, if I have a
connection with it, it's a partof me, if I've connected with it
, when you sever that connection, you're almost starting over.
(06:03):
You are starting over, yeah, uh, cause you have to retell a new
story.
Speaker 1 (06:07):
Yes.
So the lesson isn't just don'tchange things.
It's like realize the treasurethat is in your origin thing.
How many times has Nike toldpeople to just do it?
Speaker 2 (06:19):
Oh, 10,000.
Speaker 1 (06:21):
Tens of thousands of times in tens of thousands of
different ways.
Right, I think of the big bigbrands Hopefully don't lose this
but I think of the ClydesdalesBudweiser.
I think of the Polar BearCoca-Cola 15 minutes could save
you.
Yeah, geico hasn't forgot it,and it's like it is still new,
surprising and different, if youjust treat it as an ever-living
(06:43):
thing.
So your origin story, why youstarted this thing.
Speaker 2 (06:46):
Yeah.
Speaker 1 (06:47):
Maybe it's your Uncle , herschel Like, who inspired
you to do it Like we have anorigin story.
We don't stop saying it.
We don't stop saying marketersthat can't teach you why are
just a fancy lie.
But what you may not know isthat that part of our origin
story is not just repeated onthis podcast.
That's not just a slogan.
That is something that is saidliterally every day inside these
(07:08):
four walls.
We start our Monday morningmeetings with that.
That's a core value of ours andit came from an era where I was
trying to learn marketing andtrying to grow some businesses
and I realized every time Itaught something, I got better
at it and I became a moredeserving consultant because I
(07:29):
was teaching something, and Ialso learned that that was
actually secretly the secret ofus getting some really, really
cool opportunities.
I've literally been able to goall around the world with
clients that are doing big, bigthings just because we
originally before we knew why wewere teaching, and so that's
(07:52):
our little origin story.
Yeah, you have one too.
Speaker 2 (07:55):
That's right.
Speaker 1 (07:56):
You have something that happened to you when you
were eight years old thatsomehow aligns with where you
ended up why, you wanted to bean attorney, or why you like to
work with your hands, or thatinforms your craftsmanship or
informs your why you do things.
That informs your craftsmanshipor informs your why you do
things.
And then we're all reminded ofthe famous TED Talk, simon Sinek
(08:17):
, which inspired the book StartWith why, and he says he says
people don't buy what you do,they buy why you do it.
Speaker 2 (08:24):
And then he says it again People don't buy what you
do, they buy why you do it.
Yeah.
And the thing is they will notjust they buy why you do it, but
they'll forget why you do it.
If you don't remind them, ifyou don't reconnect with them,
you will lose that, thatinherent why, and that your
story is that why.
(08:45):
Your story is the connection tothat why.
So we're using a pretty broad,pretty broad language around
that and every story isdifferent for every business and
so we can't be prescriptive inthis.
But there is some sort ofmissional, uh origin story or
some sort of vision and how youare changing the world, and you
can tell that over and overagain.
(09:06):
Um, the former ceo of starbucks, howard schultz, says only when
you're sick of hearing yourselfsay it will your team begin to
hear it A little company calledStarbucks.
A little company calledStarbucks.
Speaker 1 (09:17):
And he when you are sick of saying it is when
everybody else will start tohear it.
Speaker 2 (09:22):
And so that's why we're having this episode today
because somebody out there youthink your message is dead.
You think your story is dead,that campaign you've been
running for a couple, few years.
People are done hearing it.
They're not hearing it anymore.
We need to redo the whole thing.
We need to throw it out thewindow.
Take a lesson from some bigbrands out there.
(09:43):
Don't throw it out the window.
Now there are times to pivotyour message.
Speaker 1 (09:48):
There are times to Focus on the other character
than the main character messagethere are times to Focus on the
other character than the maincharacter.
Speaker 2 (09:52):
Yeah, there are times to approach it a little bit
differently, but we don't throwout the story.
Speaker 1 (09:58):
Yeah, I think I can say this the student we're
talking about in the mastermindthe other day, he's building
homes for people in Ukraine andwe were like you feel like
you've come and told that story.
Hey, I took the money youdonated and I went and built
this house and it's like you'veonly told it from your vantage
point.
Tell it from the homeowner'svantage point, tell it from the
kid's vantage point, tell itfrom the dog's vantage point,
(10:25):
and you can drop people off inthe middle of that story and it
looks different.
You know those movies that haveprequels and you see the same
storyline but played through adifferent set of eyes.
Speaker 2 (10:33):
Yeah, there, there are also those, those movies
that I can't think of one rightnow.
Carter would help us where it'slike multiple vantage points
and and then at the end they allcome together and you realize
you know you were seeing thesame story.
That's your campaign, yeah.
Speaker 1 (10:47):
And whatever got you crazy enough to do this thing in
the first place is stillmotivating, and let's just
pretend you weren't changing theangle.
You should change the angle,but let's just pretend you
weren't.
By way of attrition and mediafragmentation alone, there are
(11:07):
new people who have never heardit.
And just like the origin storywe all know to be true now for
Cracker Barrel, which makes uswant the old even more, there
are people wanting your oldthing even more.
It's the first time they'veheard it, so yeah, yeah.
Speaker 2 (11:17):
So just for the record, we're saying tell the
same story, don't lose thatheart, that the heartbeat behind
your business.
Um, but we also when if you'rethinking about big tv campaigns
or radio campaigns we run newads on a regular basis.
We are constantly changing ourtraffic, our ads but the story,
(11:37):
the core, the core heartbeat ofthose ads has not changed.
Inside of that, we are justwalking up to it from a
different angle and and adifferent approach at different
times.
And, um, you may be saying I'mnot building homes in the
Ukraine or or saving, you know,refugees or whatever your origin
story is in there, how you wantto change the world.
It may be that you're rescuingthe world from overpaying for
(12:01):
whatever you sell.
That literally could be.
It is like I've seen too manypeople get screwed over by
shysters and it's my mission tostop that.
There are a hundred ways youcan say that story.
Speaker 1 (12:12):
Think about my friend Joey, who has a roofing company
, and you think well, what'swhat's inspiring about a roofing
company?
Well, he's like I have.
I envision a world where peoplecan be lifelong friends with
their roofer.
Speaker 2 (12:24):
Sounds like Joey.
Speaker 1 (12:25):
It sounds like Joey.
Speaker 2 (12:26):
Yeah.
Speaker 1 (12:26):
But think about that, like all of the transactional
stuff that goes around the houseand he's that's his roofer way
of saying I want to be yourfriend.
Wouldn't it be nicer to have afriend that you feel good about
doing business with thansomebody you just have to?
So hey, it's a simple point,but it is a powerful point.
Reputation breeds reputation,and you are what you repeatedly
(12:51):
do.
So just repeatedly do the thingyou want to become, and the
world will treat you like that.
They will show up and trust me.
Even when it's not exciting toyou, they will be excited about
it.
Yeah, if you've never hadsomebody help you articulate
that story and and read back toyou why you're special, it takes
(13:12):
an outside party, and thatoutside party could be, you know
, your mom or your dad, or itcould be a trusted friend.
It probably should be somebodywho doesn't mind shaking you up
a little bit yeah, or we wouldbe happy to be that or badgering
you with questions yes, no, no,no, what is it really?
Speaker 2 (13:31):
No, no, no, what is it really?
Speaker 1 (13:32):
Our origin stories.
For our clients take days topull out of them.
Yes, you add up all the time wespent grilling them.
It's days.
Speaker 2 (13:39):
And then they develop over years.
Yes, we'll consistently finddeeper levels of that origin
story and we're like, oh, okay.
Speaker 1 (13:48):
Now it goes further.
Okay, now it goes further.
There's a client we just had intoday and we had worked with
him for a long time I mean acouple years at least before we
figured out he had a tattoo thatwas really iconic or not iconic
, but nobody had seen the tattooexcept for his friends who go
to the pool with him, I guess.
But he has a tattoo that had abig part of his origin story
(14:11):
tied into it that ended up whyhe wanted to do what he did.
We made a commercial about thattattoo.
It's probably the most viralcommercial that we've made.
Yes.
And people ask him about it likeall the time now, and so even
his church friends.
That was like really weird forhim.
So like you really, have atattoo.
He's like, yeah, so anyway,there are different angles.
(14:31):
You pull out and we just kickedthe door back open again.
But if you've never hadsomebody, help you do that.
Join the mastermind, even ifit's just for a month, and bring
your thing and be like help mearticulate this in a better way
MavenMethodTrainingcom, you cansign up and we'll get you right
in, but if not, the bigger pointthere is find somebody who is
(14:54):
willing to grill you and say no,why no, why no, but really why?
I'm telling you after doingthis for 15 years, it takes
hours and hours and hours tofinally get to the thing.
So go do that, find your story,tell it, tell it some more.
There is always a new audienceand who you are is unique and
(15:17):
wonderful.
Don't reduce yourself to someshallow set of marketing tactics
and cliche phrases.
You have a story worth telling.
You have an Uncle Herschel, anddon't forget that.
Yeah.
Cool, we'll be back here everyweek answering your real-life
marketing questions.
Because, Because, repeat itagain marketers who can't teach
(15:41):
you why Are just?
Speaker 2 (15:43):
a fancy lie.
Speaker 1 (15:43):
Have a great week.
Have a great week.
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