00:00:00What if the reason your social media isn't growing
00:00:02has nothing to do with your strategy
00:00:04and everything to do with the way that you tell stories?
00:00:08Most people post randomly,
00:00:09then wonder why they never get views,
00:00:12the money and the opportunities that they want.
00:00:15In this video,
00:00:15I'm gonna show you how to go and make your stories addictive
00:00:19and the six part framework that turns any story into profit.
00:00:22So as you're going through this as well,
00:00:24I want you to think about one story you've already told
00:00:27or want to tell and I put together a short storytelling
00:00:30growth assessment that you can use after this video
00:00:32to map that story
00:00:34and then see whether it can actually scale into sales.
00:00:37Watch this first and then go and diagnose your story after.
00:00:40Step one, make your stories addictive.
00:00:43First, you need to understand
00:00:44how to make your stories addictive.
00:00:46In my How to Work Less and Earn More video,
00:00:48which hit over 598,000 views,
00:00:52I opened up with,
00:00:53if you thought of someone making $730,000 per month,
00:00:56how long would you guess they're working?
00:00:58Most would guess 12 to 14 hours a day.
00:01:01I'm doing the complete opposite.
00:01:02Then I held that tension through the whole video.
00:01:06I didn't explain how until several minutes in
00:01:09and the result, people couldn't click away.
00:01:11The reason this works is the Zeigarnik effect.
00:01:13Your brain genuinely hates unfinished business.
00:01:16Once you open a loop in someone's mind,
00:01:19their nervous system craves that closure.
00:01:21You literally can't stop thinking about it
00:01:23until it's resolved.
00:01:24You know, when you're going and creating any video
00:01:27or maybe you're writing something, right,
00:01:28the main goal here is to actually go
00:01:30and retain people to the end.
00:01:32And when you're thinking, say, about a YouTube thumbnail,
00:01:34the core currency and emotion you're trying to drive there
00:01:37is intrigue.
00:01:38Intrigue is gonna go and drive the click.
00:01:41But once someone's in the video,
00:01:43it's tension that you wanna go and create.
00:01:45That retention is gonna be created
00:01:47when people are really sucked into the story.
00:01:49And in order to do that,
00:01:50you wanna go and open up different loops
00:01:53and then go and create that tension
00:01:55and don't close it for a few minutes later in the video.
00:01:59You wouldn't believe what happened next.
00:02:01And this nearly killed my business.
00:02:03This was crazy, but nothing yet
00:02:05compared to what happened next.
00:02:06These kinds of questions keep people diving in.
00:02:10Now their brain leans in and it needs the answer.
00:02:13You know, what you'll often see
00:02:14is when you use these kind of tactics multiple times
00:02:17throughout a video, you're gonna make sure
00:02:19that people are hooked in the story all the way through.
00:02:22On the other side of things, shitty stories
00:02:23basically go and get someone hooked at the beginning,
00:02:26but then the story just seems to fall flat
00:02:28because there's no more curiosity gaps.
00:02:30And so when you're going and getting that story dialed in,
00:02:33make sure you put the right curiosity gaps throughout it
00:02:36to keep the viewer retained.
00:02:38Step two, use storytelling as your growth engine.
00:02:41Storytelling is your fastest path to revenue.
00:02:44People remember stories 20 times more than facts.
00:02:47Stories get people emotionally involved in your brand.
00:02:50You know, as much as we like to think that we're just
00:02:52these rational beings, the reality is
00:02:54we make emotional decisions,
00:02:56especially when we're purchasing.
00:02:58And so your story is an amazing opportunity
00:03:00to develop that emotional resonance
00:03:02and that emotional bond with your core dream customer.
00:03:06This explains the psychology behind luxury brands.
00:03:09You know, a Birkin bag costs $50,000.
00:03:12And trust me, it's not because the leather
00:03:14is something special, but because of the story,
00:03:16the artisans, the waiting list, the heritage.
00:03:19Someone will wait three years for that story.
00:03:21Your story is your strategy.
00:03:23But more than that, a story is a funnel.
00:03:26A funnel is the path someone takes from never hearing
00:03:29about you to becoming a paying customer.
00:03:31Most people think it's linear.
00:03:32You know, traffic leads to calls, leads to sales,
00:03:35but that's not actually how humans buy.
00:03:38The real funnel is this.
00:03:39It's attention to trust, to belief, to action.
00:03:43Attention gets people to stop scrolling.
00:03:45Trust makes them listen.
00:03:47Belief makes them think.
00:03:48This could work for me.
00:03:50Action is when they finally buy.
00:03:52For me, when building founder-wise,
00:03:53I could have said, you know, we just teach systems.
00:03:55Instead, I told the story of the 15 hour days
00:03:58I was working at 22, miserable, trapped, and depressed.
00:04:02And the transformation then to building a portfolio
00:04:04of businesses doing over $13.8 million a year,
00:04:07all while being able to travel the world
00:04:09and really enjoy my life.
00:04:10So show people where you are
00:04:13and tell that story of that journey.
00:04:15The founders with the best stories win.
00:04:18You know, what are those stories that, you know,
00:04:20people can really get gripped to around your brand?
00:04:22It may be your founder story.
00:04:24It may be big crucibles of leadership you've had to overcome.
00:04:27Maybe it's the best stories from your customers
00:04:30that have gotten amazing results.
00:04:32That's how you move them from attention to action.
00:04:35That's how you make profits way faster.
00:04:37And so now you might be wondering,
00:04:38well, what if my story isn't good enough?
00:04:40That's where most people are dead wrong.
00:04:43Step three, your story is really your unfair advantage.
00:04:46And I have proof here.
00:04:47There's one thing Kim Kardashian understands about business
00:04:50that most founders ignore.
00:04:52Kim Kardashian's Skims versus every Shopify shapewear brand.
00:04:56There's some obvious things that stand out, right?
00:04:58Same product, same factories, but Skims crushes them.
00:05:02Why?
00:05:03People buy into Kim's story.
00:05:05Her journey, her obsession with shapewear
00:05:07because of the insane outfit she wears.
00:05:09That's the moat generic brands can't copy.
00:05:11For me, sharing one of my worst periods of my life
00:05:14had the same effect.
00:05:15I'd gone through business school
00:05:17and honestly felt like the whole investment
00:05:19in going to business school
00:05:20was a complete fucking waste of time.
00:05:22You know, this was the genesis of why I went
00:05:24and created BitMaker, my first company.
00:05:26The goal there was to go
00:05:27and train full stock software engineers seven months in,
00:05:29crushing it, 200K per month.
00:05:31And then the government comes and raids my business.
00:05:34Two agents walk in after seeing an article
00:05:36in the Globe and Mail.
00:05:37And they tell me that we got to shut down
00:05:39because they think that I'm operating
00:05:40an unregistered private career college,
00:05:42which was pretty insane
00:05:44because we weren't giving any grades.
00:05:46We were certainly not a university or a college.
00:05:48We were just a training program,
00:05:50getting people jobs at top tech companies in Toronto,
00:05:53like Shopify, Facebook, and Google.
00:05:55I could go to jail for a year,
00:05:56find up to a million dollars, fucking insane.
00:05:59And the main thing that I know to do in that moment
00:06:02was tell the story to as many humans as possible.
00:06:06Sure enough, I went and stayed up for 48 hours straight,
00:06:09emailed over 3000 people personally
00:06:12and told the story of why we had created BitMaker
00:06:15and the impact it was having
00:06:16across the Canadian tech community.
00:06:18The story went viral and within one week,
00:06:20the government backed off.
00:06:22We got the only exemption of its kind in Canada.
00:06:24Fast forward one year later,
00:06:25we trained over 2000 software engineers
00:06:28and the business was acquired for a life-changing sum.
00:06:30That story did more for my credibility than any credential.
00:06:34It wasn't polished.
00:06:35It was my actual life story.
00:06:38And one of the craziest experiences I'd ever gone through.
00:06:40It was the story that saved me, right?
00:06:43Because when thousands of people ended up hearing this story
00:06:46of what we were going through, they couldn't help but act.
00:06:50You know, Ben Horowitz famously said,
00:06:52"Your story is your strategy, your authenticity,
00:06:54"your challenges, the things you've overcome,
00:06:56"the stuff that you wish you had known five years ago."
00:06:59So run with the five-year test.
00:07:01What blueprints or challenges
00:07:03do you wish someone had shown you five years ago?
00:07:05Share the chaos that almost broke you, right?
00:07:07Those moments that shifted you.
00:07:09Those are the stories your audience needs right now.
00:07:12You have a story, right?
00:07:13And what we now need to do is go and uncover
00:07:16what that story is for you.
00:07:17This is where the five-line story framework comes in.
00:07:19And the reason it works is the same reason
00:07:21the biggest movies make billions of the box office.
00:07:24Joseph Campbell's "The Hero with a Thousand Faces"
00:07:27analyzed myths all over the world.
00:07:29Greek, Norse, African, and Asian.
00:07:31He realized they all followed the same structure,
00:07:34the hero's journey.
00:07:35Star Wars, The Matrix, Harry Potter.
00:07:37Every story you love follows this arc.
00:07:40This is why I use a five-line framework for business stories.
00:07:43Step one, the mirror, where they are right now.
00:07:47You want them thinking,
00:07:47"Holy shit, this guy is literally reading my mind."
00:07:51Example, you're stuck in slack all day.
00:07:53Message after message, it feels impossible to keep up.
00:07:56You keep feeling like you're on this treadmill.
00:07:59The day ends, you look yourself in the mirror,
00:08:01you're brushing your teeth,
00:08:02and you can't help but think to yourself,
00:08:04"How long can I keep going like this?"
00:08:06Every win still requires you.
00:08:09Step two, the friction, why they're stuck.
00:08:11This is the personal cost and not just the business problem.
00:08:14So an example here might be
00:08:16you keep missing your kids' birthdays,
00:08:19no real vacation in three years,
00:08:21your partner asks when things will slow down,
00:08:23and you have no good answer.
00:08:25Step three, the realization.
00:08:27This is the epiphany no one tells them.
00:08:29For example, the problem isn't your work ethic,
00:08:32it's that you are the system.
00:08:33Replace yourself with systems and everything will accelerate.
00:08:37Step four, the shift, your transformation.
00:08:40I went from 15 hour days to four hour days,
00:08:42burnt out to energized and trapped to free.
00:08:45And last, the invitation.
00:08:47This is the natural next step.
00:08:48If this resonates, here's what to do.
00:08:50At this point, most understand the framework,
00:08:52but you still don't understand where your story breaks.
00:08:55That's exactly why the storytelling growth assessment exists.
00:08:58It forces you to map one story using these five lines
00:09:01and then shows you which of your line is killing scalability.
00:09:05If your stories aren't converting,
00:09:06well, this is gonna make it obvious why.
00:09:08People don't buy conclusions,
00:09:09they buy clarity about themselves.
00:09:11The mirror and friction earn that early,
00:09:14and then most people rush to the solution, don't.
00:09:17Make them feel understood first
00:09:18because if you can describe someone's lived situation
00:09:21better than they can, they're gonna trust you then
00:09:24to go and provide them with the right improvement or solution
00:09:28through your product or service.
00:09:29This becomes a skill that I find I can pick up
00:09:32by actually just going and getting outside of the room
00:09:35and just talking with customers.
00:09:37It's from these actual stories that I hear from your mouths
00:09:40that I'm able to then go and weave those
00:09:42into the different stories that I tell on this channel
00:09:45and all through founder OS.
00:09:47The best copy just exists
00:09:49in the words of your dream customer.
00:09:51And so the same thing goes for the best stories you can tell.
00:09:54All right, so you've got the structure now,
00:09:56but here's one fatal mistake people make,
00:09:59but stops them from making money even with this framework,
00:10:02which is why you need to understand the right way
00:10:04to turn your story into sales.
00:10:06If you wanna sell without sounding salesy,
00:10:08here's what you need to do.
00:10:10Where most people go and screw this up
00:10:12is that they go and have some sort of call to action
00:10:15that just jolts people out of this story.
00:10:17They'll go and tell this amazing story.
00:10:19They'll captivate people.
00:10:21And then they'll say something generic as hell like,
00:10:23hey, if you like this, go and join my newsletter.
00:10:25Or if you like what I'm talking about right now,
00:10:27you should go book a call, right?
00:10:29Well, the thing that you really wanna focus on
00:10:32is making sure that the call to action is tightly coupled
00:10:35with the story itself.
00:10:37A good CTA is inevitable.
00:10:39It's a natural next step.
00:10:41The story opens up a loop
00:10:42and then the lead magnet closes it.
00:10:44An example is if I told you about being stuck at 22,
00:10:48working 13 hour days, and then said,
00:10:50if this feels like what you're going through,
00:10:52go and grab this guide so you can systematically
00:10:54remove yourself from operations.
00:10:56You see, that's connected, right?
00:10:58Not random.
00:10:59You wanna be insanely generous.
00:11:01When you give genuine value for free,
00:11:02selling becomes natural.
00:11:04People think, if this stuff is free,
00:11:06what's inside the paid stuff?
00:11:07So after every piece of content, ask yourself,
00:11:10what loop did I open?
00:11:12What problem did I surface?
00:11:14What's the smallest, most valuable thing I can give
00:11:16that starts solving it?
00:11:17Where I see a lot of people screw up
00:11:19as they think that they're just done at telling the story.
00:11:22Most people I see online don't give anything away.
00:11:25Clearly go and guide them to the logical next step
00:11:28that's gonna help them solve that problem.
00:11:30And the good news here is that as they go and download
00:11:34that lead magnet as an example,
00:11:36you're gonna go and be able to collect that email.
00:11:38And as you probably know from watching this channel,
00:11:40email is the most powerful way you can sell to people.
00:11:43In any business, it's typically your email list
00:11:45that is your most valuable asset.
00:11:47So if you want the email, make sure that you have
00:11:50lead magnets that are tightly coupled to your story.
00:11:53This is how you create stories that convert.
00:11:55If you think everything I've shared sounds like a lot of work,
00:11:58then the good news here is you don't need new ideas every day.
00:12:02Most people are creating content on hard mode.
00:12:05Let me save you here, okay?
00:12:06Here's how to do it on easy mode.
00:12:08Now you just need to apply the content waterfall system.
00:12:11Before this system, I was posting randomly, inconsistent,
00:12:14burning out, trying to be everywhere all the time.
00:12:17So let me walk you through it.
00:12:18This is the content waterfall.
00:12:20My system starts with content creation,
00:12:22which is around two to four hours a week,
00:12:24one long form video, and then I turn that
00:12:26into one deep newsletter essay.
00:12:28I record different coaching calls,
00:12:30which are also content gold mines,
00:12:31and then distribute that on.
00:12:33But that's all my team handling it, right?
00:12:35Each editor is able to generally pull a bunch
00:12:37of the best moments from these long form pieces of content
00:12:40and then distribute that in places like YouTube Shorts,
00:12:43Instagram Reels, and TikTok videos.
00:12:45On the Instagram side, we typically use carousels, right?
00:12:49And it's my designer that goes and takes our core frameworks
00:12:52and puts them over there.
00:12:53From there, my copywriter can turn scripts
00:12:55into different long form content
00:12:57for platforms like LinkedIn, as an example.
00:12:59And we also will typically go and take my raw writing,
00:13:02which I have in different journals,
00:13:04or I'm sharing right now on X articles,
00:13:06or in my YouTube videos.
00:13:08And then they can go and take that and cut that up
00:13:11into 20 plus other pieces of content.
00:13:13To be clear, we don't just do this with everything, okay?
00:13:17The kind of way you wanna view your content system, right?
00:13:20Is that you're putting all of these stories
00:13:23out there to the world.
00:13:24And there's gonna be some of your stories
00:13:25that are either insanely important,
00:13:27or you see them perform extremely well.
00:13:30And so what you wanna go do is take those winners,
00:13:33and then what we do is call it waterfall them.
00:13:36Waterfall meaning that you take that core story
00:13:39and you go and break it up into smaller pieces
00:13:41and distribute those smaller pieces.
00:13:43When you waterfall content, you go and you multiply it.
00:13:47The dark side of building a founder led brand
00:13:49is the fact that it's you.
00:13:51So if you're not careful about multiplying your content,
00:13:54quickly it could feel like you're on a content hamster wheel.
00:13:57And this is why it's important to have the right team
00:13:59in place, editors, social managers, video producers,
00:14:02and the right systems in place
00:14:04like this content waterfall system.
00:14:07You know, you get it, right?
00:14:07Having the right tools in place, the right people in place,
00:14:10and the right system to make this way more seamless,
00:14:13scalable, and effortless.
00:14:15For me, when I go and view building this story engine
00:14:18in my companies, right?
00:14:20It's moving from just being the creator of a personal brand
00:14:23to being the CEO of a personal media company.
00:14:26A personal media company, right?
00:14:27Is gonna remove you from a lot
00:14:28of the actual content operation.
00:14:31It's gonna build leverage through your team and systems.
00:14:34And most importantly, it's gonna give you longevity.
00:14:37The best storytellers stay in the game
00:14:39for a long, long period of time.
00:14:41And that's what we wanna set you up for.
00:14:43Pick one story from your business.
00:14:44You know, maybe it's your origin story,
00:14:46some crucible story, or some story like,
00:14:48you know, this almost killed us.
00:14:49Film it, write it, map it everywhere it can live.
00:14:52YouTube, YouTube Shorts, Instagram, LinkedIn, email,
00:14:55then repurpose it to all of these platforms.
00:14:58Most people invent something new daily,
00:15:00and I think that's a mistake.
00:15:02And honestly, it's exhausting.
00:15:04And that's why most people burn out,
00:15:06and most creators just give up.
00:15:09Go deep on one story.
00:15:11You know, pour your creativity, your authenticity,
00:15:14your vulnerability, your genius into that one story.
00:15:18Make it undeniable.
00:15:20Now let your distribution multiply it.
00:15:23Build once, distribute forever.
00:15:25So here's where you go and take action.
00:15:27So buckle up.
00:15:28Step one, use the storytelling growth assessment
00:15:30to map your story,
00:15:31and then identify the first line that breaks conversion.
00:15:34Step two, I want you to go and book a call
00:15:36with me and the team,
00:15:37and then go and bring that assessment to the call,
00:15:40because we're gonna go and then pair that with our systems
00:15:43to see where your stories could be driving more revenue.
00:15:45Don't forget to hit subscribe,
00:15:47and I'll see you in this next video
00:15:48where I break down how to build a profitable personal brand
00:15:51in just seven steps.
00:15:52So I'll see you over there,
00:15:53and let's continue to win together.