How to find your most irresistible message

Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.

Dan SalvaMarch 14, 2019

It's a wonderful life (but maybe not so much for your customers)

What would your customers do if you faced the same fate as George Bailey? If you're unsure, maybe it's time to start thinking about how you could make their lives a little more wonderful.

StrategyDan SalvaDecember 19, 2018Brand Purpose

How to make your message magical

When we know who we are and we know what we stand for, our messages transform. We're no longer battling in that massive bog of blandness. Our messages transcend. They are genuine and meaningful. And that can be magical.

StrategyDan SalvaNovember 21, 2018Brand story, Purpose

2 human triggers that your competitors miss.

When your competition spends all their time talking about themselves, it opens the door for you to win the day by addressing the two triggers. Stories make that happen.

StrategyDan SalvaNovember 20, 2018Storytelling, Content marketing

The absolutely undeniable best time to start embracing a purpose?

Embracing a purpose doesn’t happen overnight. You just have to start. Not with some disruptive jolt. You simply need to step in. And begin the evolution.

Purpose, StrategyDan SalvaNovember 14, 2018Purpose, Big Audacious Meaning

What you stand for will determine what you’ll stand for

The desire to serve the aspirations of those we hope to engage should drive what we do. But it should also drive what we won’t do. Giving a voice to these things can be inspiring for everyone.

PurposeDan SalvaNovember 7, 2018Big Audacious Meaning, Purpose

A Big Audacious Meaning is not your Corporate Social Responsibility program

A Big Audacious Meaning introduces a different dynamic. It puts forth the idea that we can serve society while financially bettering our organization.

PurposeDan SalvaOctober 31, 2018Big Audacious Meaning

Why purpose is a game changer for a brand

Purpose unlocks abilities to heighten our engagement with everyone we hope to serve. That can be game changing for any organization.

PurposeDan SalvaOctober 23, 2018Purpose, Brand

Will & Grail leads 5 events at Global Entrepreneurship Week

These sessions help expand understanding and dialogue about the changing landscape of business as we work toward a better balance of profit and purpose, and money and meaning in our lives.

PurposeMark O'RenickOctober 16, 2018Global Entrepreneurship Week, Purpose

Create Your Message For The Distracted And The Unimpressed

We tell a very different story when we first consider these three questions. Most important, those we hope to engage hear a very different story. They hear something relevant. They hear something meaningful. Most of all, they stick around to hear more.

StrategyDan SalvaOctober 8, 2018Brand story

Most advertising blows because its aimed at the wrong part of our anatomy.

With all our digital tools, it's easier than ever for an organization to add to cacophony of self-absorbed messages that fill our heads every day.

StrategyDan SalvaOctober 2, 2018Brand

We’re all crazy liars (and why that’s a crucial insight for your brand)

Everything else we do with our brand pales in comparison to the ability to serve people’s aspiration to feel like they matter in this world. It is undeniable.

StrategyDan SalvaSeptember 24, 2018Brand Strategy

Wanna be a brilliant brand strategist? Do this one thing.

Before we run off and do anything with our brand, we must first develop incredible empathy for those we hope to serve.

StrategyDan SalvaSeptember 17, 2018Brand Strategy

5 must-reads for purpose-seeking brands

Purpose gives brands an unfair advantage, because it addresses a fundamental desire for our customers and prospects. Here are some of the more compelling posts that help us in our pursuit of becoming a purpose-driven brand.

PurposeDan SalvaSeptember 10, 2018Purpose

Nobody cares about your brand. There, I said it.

If we stick to these guideposts we are less likely to to be immediately dismissed. Because we have actually given those we hope to serve a reason to care.

PurposeDan SalvaSeptember 4, 2018Brand, Purpose

Purpose is not about changing who you are. It’s about amplifying it.

When we clarify the purpose, we are not forcing the organization to transform into some other entity. We are amplifying the most powerful belief that an organization holds.

PurposeDan SalvaAugust 27, 2018Purpose, Big Audacious Meaning

3 questions that will transform your brand messages

These 3 simple questions can bring a surprising clarity to our efforts. A clarity that can change everything.

ProcessDan SalvaAugust 20, 2018Brand, Brand Strategy

The secret to transforming your brand story (hint: it's not about you)

If we reorient our brand to this way of thinking, we will transform our story. But more importantly, we may just find we have the opportunity to transform a life.

PurposeDan SalvaAugust 8, 2018Brand story, Purpose