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Nobody cares about your story, they care about whether they can see themselves in it. Storytelling consultant John Elbing has coached over 150 companies on the exact moment a stranger decides you're "for them," often before they understand a single thing you actually do.

John breaks down the three-stage framework: recognition, perception, projection. That determines whether someone stays on your page or scrolls past in the first three seconds. He tells the story of a humanitarian water-purification client and why the real problem they needed to solve wasn't "people get sick," it was "trucks get stuck in the mud." He explains why Red Bull no longer bothers advertising its own product, and why most companies fail not because they niche down too much, but because they're too afraid to niche down at all. He also breaks down why targeting a customer's mindset and maturity works better than targeting their age.

Connect with John Elbing:

• Website: https://standpoint.ch/
• LinkedIn: https://www.linkedin.com/in/elbing/
• Book: Storybuilding: Your Brand From Their Standpoint — https://www.amazon.com/Storybuilding-Your-Brand-Their-Standpoint/dp/1947276654

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