Brendan Kane

And there's a lot of businesses that listen to this that aren't in home service.

And there's a lot of businesses that listen to this that aren't in home service.

And we can use this as a coaching session. I'm fine kind of doing that. So the first step that I take you through is we've got to define what is the format or series that we're going to go after. Like you mentioned the young kid that approaches people in their cars and asks, what do you do for a living? So that is a man on the street format.

And we can use this as a coaching session. I'm fine kind of doing that. So the first step that I take you through is we've got to define what is the format or series that we're going to go after. Like you mentioned the young kid that approaches people in their cars and asks, what do you do for a living? So that is a man on the street format.

It's a clear format where you approach a random stranger on the street. Oftentimes it's casted. So it's

It's a clear format where you approach a random stranger on the street. Oftentimes it's casted. So it's

Yeah.

Yeah.

So that is a format. Now, man on the street, there's 10 different versions of this. I have a good friend that we've worked with named Alex Stemp. He's a photographer that approaches random strangers on the street and offers them a professional... With a car? No, he approaches them and offers them a professional photo shoot and then reveals the results.

So that is a format. Now, man on the street, there's 10 different versions of this. I have a good friend that we've worked with named Alex Stemp. He's a photographer that approaches random strangers on the street and offers them a professional... With a car? No, he approaches them and offers them a professional photo shoot and then reveals the results.

So he's built an audience of 20 million people doing it. So that's a format. So we've done analysis on over 220 of these formats and we have a team of researchers that are doing new analysis every week. So It's not like you have to pick from three to five of them, but there's different formats. You got to stick to your format. Until you master it.

So he's built an audience of 20 million people doing it. So that's a format. So we've done analysis on over 220 of these formats and we have a team of researchers that are doing new analysis every week. So It's not like you have to pick from three to five of them, but there's different formats. You got to stick to your format. Until you master it.

Okay.

Okay.

Because the reality is, so the example is I started in the film industry. And if you think about any movie that you've seen over the past 50 years, they all use the same format. It's called the 3X structure. So if you think about like Steven Spielberg, every time he makes a movie, he's not reinventing that 3X structure. He's using it over and over and over again.

Because the reality is, so the example is I started in the film industry. And if you think about any movie that you've seen over the past 50 years, they all use the same format. It's called the 3X structure. So if you think about like Steven Spielberg, every time he makes a movie, he's not reinventing that 3X structure. He's using it over and over and over again.

And that is what allows him to become one of the best storytellers in the world. Now, the issue is most people in social media, what they're doing is they're reinventing the wheel every time they create a piece of content, and thus they're not mastering the art of storytelling on these platforms. So you have to really master the nuance of executing on a format.

And that is what allows him to become one of the best storytellers in the world. Now, the issue is most people in social media, what they're doing is they're reinventing the wheel every time they create a piece of content, and thus they're not mastering the art of storytelling on these platforms. So you have to really master the nuance of executing on a format.

And the reason is, is most people think Success in social media is about the content, what you're saying. It's not. It's about the context of how you're saying it. And that is the major difference here. So if you keep changing up your format every time, or if you're jumping from trend to trend to trend, you're not mastering it. The same thing in your business expertise.

And the reason is, is most people think Success in social media is about the content, what you're saying. It's not. It's about the context of how you're saying it. And that is the major difference here. So if you keep changing up your format every time, or if you're jumping from trend to trend to trend, you're not mastering it. The same thing in your business expertise.