Hear an entrepreneur's premise developed in real time: Inside my coaching call with Michelle Florendo

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New to the show? On How Stories Happen, business communicators take us inside the crafting of their ideas into powerful stories they use to grow their audience and their cause. It's a show about what it really takes to become a more effective storyteller, so you can differentiate and resonate everywhere you show up.

Very excited for this one, my friend: I'm releasing a recording of a coaching call I had with entrepreneur Michelle Florendo, who runs a business called Powered by Decisions. You'll hear us walk through frameworks you can use to turn messy or scattered thinking into a clear and differentiated premise Michelle can use to strengthen her messaging and thought leadership.

First, I share a primer on premise development. What's a premise, and what makes a premise effective?

Then, you'll hear the full call with me and Michelle.

Michelle is a decision engineer, which is an entire academic field of research and knowledge which frankly most of us need to understand more about!

This is a fascinating look inside my process with clients and the process of turning your expertise into repeatable, powerful IP.

Learn more about Michelle's work at poweredbydecisions.com.

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ABOUT ME

Hello! I'm Jay Acunzo. I help experts and service providers clarify their ideas and create sustainable momentum. Together, we turn your expertise into a distinct premise, clear message, owned IP, and signature speeches. Stop chasing attention. Become the one others seek.

You’ve done lots of things. Now it’s time to [be] a thing. It's time to stop chasing attention and become the one others seek.

Work with me 1:1, book me to speak, or explore free resources at jayacunzo.com

Now here's a technique called "laddering down your message" which I use with clients and my own message to the world. You can understand me in three simple phrases, in order. Try crafting your own!

  • Don't market more. Matter more. (<-- what we want; a moment to align with you)

  • Think resonance over reach. (<-- what we need, i.e. the premise I'm asserting)

  • Don't be the best. Be their favorite. (<-- what we hope, aka our aspirational outcome)

That's called "laddering your message," and it's something I help clients do as part of my 1:1 advisory process. 

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Jay Acunzo