#131: Mike McHargue—The Science of Why Your Brand Needs a Villain
Business Made Simple Podcast
StoryBrand.ai
4.8 • 2K Ratings
🗓️ 14 January 2019
⏱️ 40 minutes
🧾️ Download transcript
Summary
Want to make your brand’s messaging exponentially more powerful? Learn how to define a villain for your customers. That’s because our brains are hard-wired to pay attention to negative things -- threats, villains, potential losses. On today’s episode, Mike McHargue (a.k.a. “Science Mike”) explains the science of why this happens. And don’t worry -- he uses simple terms we can all understand and apply to our businesses without being manipulative.
Transcript
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| 0:00.0 | Welcome to the Building of Storybrand Podcast, where we believe if you confuse you'll lose noise is the |
| 0:13.6 | enemy and creating a clear message is the best way to grow your business I'm your |
| 0:17.8 | host Donald Miller I'm joined by my co-host jay jay jay peterson hi jay jay jay jay jay Peterson, hi JJ, hi done. Jay, week two of 2019. |
| 0:24.3 | How are you doing on your resolutions? |
| 0:25.6 | Fantastic actually, I really am. |
| 0:27.6 | So here's the thing. |
| 0:28.4 | Yes. |
| 0:29.0 | The last couple of times you've asked me on our podcast about goals and things like that it was kind of like |
| 0:34.9 | pooed them well pooed it's a strong term but I have not bought into them fully in the past |
| 0:39.6 | personally not drawn to them I do make goals but it's not like I set these things down and |
| 0:45.2 | keep a journal about it. However, this year I already started I have a journal |
| 0:50.3 | that I have them written down in that I have my word for the year that I have my goals for the year and I am moving forward. |
| 0:57.0 | Jay Jay has personal guiding principles. Look out world. |
| 1:01.0 | Here's what's amazing though. You're not a gold guy, but you're incredibly accomplished. I don't know how... |
| 1:06.4 | Right, getting a PhD's like running an Iron Man. Yeah, it really is. |
| 1:10.0 | Yes, it has been. Yeah, and so that's been always interesting about you, |
| 1:14.1 | because I'm a gold junkie. |
| 1:15.4 | I mean, I review my goals every morning, all that kind of stuff. |
| 1:17.5 | And you were doing well in week two. |
| 1:19.4 | Can you give us a little preview of what they are? |
| 1:21.2 | Well, one thing is is so I passed my |
| 1:23.0 | dissertation defense. Congratulations. The proposal defense and so my actual |
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