$180,000 Raised, Five Baskets Delivered with Shane Lukas

Is there a mental model or mental activity that a for-profit or nonprofit leader could go through to help understand what that story of impact they could tell is? Because I've interviewed nonprofits that are having such an obvious impact, but sometimes they maybe can't tell the story well enough.

And I've also, on the opposite side, interviewed nonprofits, even for-profits that They tell their story and you're like, well, that's a stretch.

That's like multiple transitive properties to say that you have any impact, like for what it's worth.

So is there, what's that muscle that could be practiced or worked or mental model or activity that could be done to try to start putting that story together from your experience?

I love that you're bringing that up.

And I did not, just so people listen to this, not prompt you to say that.

I do not.

At all.

And if you go to our site, if you go to insights, you can actually download a map.

And it's actually a tool, it's a PDF tool.

You can fill it in.

And it's actually talking about how you develop your brand story and how your brand story is experienced by all these different dimensions and levels of individuals who are invested in that brand story.

Because in this modern day and age, and you could argue maybe it was never true, but it was more true in the past where there were very controlled channels of communication.

And we can talk about the future of communication in America another time.

But at least in this idea of a heavily democratized media where you have social media and email systems and internet, obviously in ways that you can focus your attention.

Since you have all of those different ways, people actually control the narrative even more than the companies or the organizations can control that narrative, right? So we can put out something and really prompt it.

But by and large, and we've seen this happen many times, right? Individuals, communities can work en masse and collectively start to build up a different narrative, especially when there's dissonance in that narrative.

There are a lot of different examples where that has played out for brands, right? And organizations and small businesses, like they also have to think about, well, what does this mean? How are people sharing our story? So we created this map and it's again, part of something I do in my brand strategy work is really talk about the ways in which, yes, we have a story we would like to see out there.

We have a story that we want to talk about.

My starting point always is a value system, a fundamental value system that helps inform people to understand why it is that they should invest in you and essentially where that credibility gets built, right? Because that is if you align to my values and you are modeling those values, then I can trust you with my money.

I can trust you with my time.

I can trust you with my word of mouth, which is priceless, all of those things.

And so the map that we have on the site, you can go and download it.

It's free.

You can go and download it.