@Jes Solo, that is super interesting! I can totally imagine you picking apart a Berman film and loving it. Do you have a favourite or one that's been particularly educational?

Daniel, I'd like to pick: none of the above. I'd start with the story of a fan who found what we do changed their life. The best stories (IMO), and that includes brand stories, are about transformation. And whether you're selling a product, a service, or an idea, the social proof of someone else's story resonates most strongly with prospective customers.

@Daniel Madden, sorry I wasn't able to respond earlier, and you've likely moved on! If the company's so early they don't have customers yet, the story I would choose would be positioning against a larger rival that isn't serving their customer base adequately. I would target customers who've had bad experiences or fall within some niche the large company has chosen to ignore. The owner's creation myth has to resonate with a very specific audience to start, and every large company has disaffected (and woo-able!) customers, especially if this is the only rival company. Assumes, of course, that the company's positioning is in some identifiable blue ocean.

@Daniel Madden, it's great to see that you continue to think of this community as a work in progress. Out of curiosity, what was your vision before and how has the feedback you've recently received shifted it? You're making a terrific effort here to engage and educate while bringing all of us along. Keep up the good fight!

The obvious approach is to tell the story of becoming a brewer, especially if it's a micro-brewery,, that journey will be top of mind for everyone there. More interesting for the consumer though, is the journey of the raving fan customer from one of the major brewers to discovering and connecting to this brewery. I don't drink, but have friends in the micro-brewery scene in Edmonton, and it always seems very tightly knit and social. I would see if there's an archetypal fan who's joined who comes for the social aspect, since loneliness is one of the biggest social issues we're dealing with and solving a social problem with a product will make it more attractive.

Yes, @Jes Solo, that's usually an interesting journey, and everyone's story is unique! So, while the narrative arc is the same, the story will be fresh.

@Alessio Sion that's an important lesson! Faggin uses it as one starting point to explore consciousness and how it may not relate to our brains.

Your plane trips sound much more productive than mine, @Daniel Madden! Do you travel often?