CHAPTER SUMMARY

The best way to understand your brand is to look at stories from your life.

As you analyze these stories, you’ll find lessons that have defined you.

Use questions to go deep into those stories and find the point.

Don’t judge your stories or try to guess what they are telling you.

Get someone to interview you, or ask yourself questions to help you get to the lesson.

Use the techniques in this chapter to find audience themes that convey your brand values.

Collect and tell signatures stories that represent your brand.