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Element 42. Punchy, Compelling Story > Practical Experience—This Deserves the M...

Practical Experience—This Deserves the Maximum Weight of 3

Like a great sauce, punchy, compelling stories require constant cooking, seasoning, and stirring to boil down to a wonderful essence that seizes the listener’s attention the moment it is heard. Sometimes a little bit of shock value is helpful, such as “this software prevents the possibility of thieves stealing your identity and defrauding you and the FICO scoring system for your credit.” Sometimes it is helpful to create a company slogan. “We will create a company that handles e-commerce returns and converts broken goods into customer satisfaction.” “We will create a company that generates electricity from the natural gas that is vented and burned off of the Russian oilfields.” “We will design, build, install, and operate the first underseas fiber optic cable that connects all the countries located on the Baltic Ocean.” “We will create an airline that interconnects all commercial airfields located on Native American reservations in the United States, Canada, and Mexico.” “We will establish the first Internet service provider in Turkey and sell computers that have its software pre-installed.”

One more thought: try to avoid the use of hyperbole and modifiers. Do not use “fantastic,” “home run,” “colossal,” and the like. You will only hurt yourself in front of the savvy listeners.


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